Measuring the Economic Value of Public Relations

@inproceedings{Kim2001MeasuringTE,
  title={Measuring the Economic Value of Public Relations},
  author={Yungwook Kim},
  year={2001}
}
This study established a 2-step model to measure the economic value of public relations by testing 2 relationships: the impact of public relations expense on reputation as a goal of public relations and the economic impact of reputation on companies' bottom lines. The proposed model illustrated an appropriate fitting, and coefficients were statistically significant. All 3 hypotheses were supported. The proposed 2-stage model for measuring the economic impact of public relations activities was… CONTINUE READING

Figures and Tables from this paper.

Citations

Publications citing this paper.
SHOWING 1-10 OF 24 CITATIONS

A Website Mining Model Centered on User Queries

VIEW 4 EXCERPTS
CITES BACKGROUND, METHODS & RESULTS
HIGHLY INFLUENCED

References

Publications referenced by this paper.
SHOWING 1-10 OF 55 REFERENCES

Managing corporate communication in a competitive climate (Report No

K. Corporation. Troy
  • 1023). New
  • 1993
VIEW 8 EXCERPTS
HIGHLY INFLUENTIAL

Measuring the impact of advertising

R. 15–19. Stone, M. Duffy
  • Journal of Advertising Research,
  • 1993
VIEW 3 EXCERPTS
HIGHLY INFLUENTIAL

Estimating the value of public relations and communication to an organization

W. P. Ehling
  • J. Grunig (Ed.), Excellence in public relations and communications management (pp. 617–638). Hillsdale, NJ: Lawrence Erlbaum Associates, Inc. Farris, P. W., & Buzzell, R. D. (1979). Why advertising and promotional costs vary: Some cross-sectional analyses. Journal of Marketing, 43, 112–122.
  • 1992
VIEW 4 EXCERPTS
HIGHLY INFLUENTIAL

Managing Public Relations

VIEW 3 EXCERPTS
HIGHLY INFLUENTIAL

Secondary analysis

L. B. Becker
  • G. H. Stempel & B. H. Westley (Eds.), Research methods in mass communication (pp. 240–254). Englewood Cliffs, NJ: Prentice Hall.
  • 1981
VIEW 3 EXCERPTS
HIGHLY INFLUENTIAL

Advertising expenditure , brand equity , and returns : The integration between psychological effectiveness and economic efficiency

Y. Kim
  • 1998
VIEW 1 EXCERPT

Managing corporate communication in a competitive climate (Report No. 1023)

K. Board. Troy
  • 1998

Principles and practice of structural equation modeling

R. B. Kline
  • New York: Guilford.
  • 1998
VIEW 2 EXCERPTS