Public relations measurement finally coming of age: A US perspective
This opinion piece reviews the forces driving the growth of public relations measurement between the mid‐1980s and the present day. Looking to the future, it discusses the increasing importance of reputation as a key intangible corporate asset and discusses the emerging efforts to measure reputation and the effectiveness of public relations in building reputation.
Year of publication: |
2000
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Authors: | Bergen, John D. |
Published in: |
Journal of Communication Management. - MCB UP Ltd, ISSN 1478-0852, ZDB-ID 2031803-0. - Vol. 4.2000, 4, p. 321-327
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Publisher: |
MCB UP Ltd |
Subject: | Public relations measurement | Reputation measurement | Public relations trends | Strategic public relations |
Saved in:
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