Benchmarking of PR Function in Serbian Companies

The purpose of this paper is to present methodologies for carrying out benchmarking of the PR function in Serbian companies and to test the practical application of the research results and proposed methods in real conditions. The paper begins with research on key PR function parameters in Serbian companies. Seventy PR managers were polled for this purpose. The data obtained were processed by applying factor analysis, after which five factors (parameters) which describe the attitudes of PR managers in Serbian companies were defined. Next a study was conducted of the defined parameters, or their situation, in the seven selected Serbian companies. Twenty-one managers were polled in the process providing the data for a mathematical function for comparison of the analyzed companies. The function is based on elements of quantitative and multi-criteria analysis. Among the main output data are: ranking of the analyzed benchmarking partners (aggregate and according to individual parameters), defining similarities between the partners, selection of the competent benchmarking partner, multicriteria selection of the best action and positioning the parameters of the selected action in the field of a particular portfolio matrix. It has been shown by concrete example that the proposed procedures have both theoretical and practical value. The presented procedures are not only limited to the PR process, but can also be applied to benchmarking other business processes.