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Public Relations Evaluation - Myth, Option or Necessity?

Article Abstract:

Results of a survey of public relations programs and activities are presented. The results establish a base line of data for evaluating future library public relations efforts. Results indicate that less than sixty per cent of the libraries surveyed have a public relations program. Less than that have objectives or professional help. Very few evaluate their programs. Libraries must have a planned public relations and evaluation program. The four-step public relations process is reviewed. This process involves research, planning, execution, and evaluation.

Evaluation, Libraries

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The Role of Research in Evaluating Public Relations Programs

Article Abstract:

Thirty ways in which research can be used to assist the public relations function are identified. Research can be used to provide intelligence upon which to base public relations efforts. It should be an integral part of the program itself. It can also be used for evaluating public relations programs. There are four major areas in which research can aid the public relations function. These are the qualitative testing of concepts, pre-campaign measures, monitoring the campaign and the use of analysis.

Research

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The Future of Public Relations

Article Abstract:

A public relations outlook is presented. Major forces that have created the current human climate are reviewed. The role of public relations is examined. Functions that public relations personnel should be expected to perform are summarized. Factors that will determine the future of public relations are identified. Communication guidelines are provided.

Forecasts and trends

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