کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
139201 162486 2011 4 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
An initial investigation on the use of ‘Return on Investment” in public relations practice
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
An initial investigation on the use of ‘Return on Investment” in public relations practice
چکیده انگلیسی

‘Return on Investment’ (ROI) is usually defined in management and marketing literature as a measure of financial effectiveness that is concerned with the returns on capital employed in business (profit-making) activities. In public relations practice, however, ROI appears to be used in a much looser form to indicate the results of activity. This quantitative research using an online survey instrument investigated practitioner understanding of the term, primarily in the UK, with the aim of preparing a benchmark on their understanding of the ROI concept and usage of ROI as a measurement of the effectiveness of public relations activity. These findings resulted: (1) two-thirds of PR practitioners regularly use the term ROI when planning and evaluating communication activity; (2) ROI is related mainly to communication objectives (66.7%) which are more widely used than financially related ROIs (12.8%); (3) there is a clear difference in ROI practices between consultants/freelances and in-house colleagues. Nearly three-quarters of consultants and freelances (73.1%) offered an ROI formula to clients but only 26.3% of in-house practitioners have one; and (4) on the oft-discussed question of an industry-wide ROI formula, only 35.6% supported the proposition with 64.4% opposed. The survey also found that practitioner concepts of ROI are very narrowly expressed, mainly in relation to media outputs.


► Two-thirds of PR practitioners regularly use the term ROI when planning and evaluating communication activity.
► ROIs related to communication objectives (66.7%) are much more widely used than financially related ROIs (12.8%).
► There is a clear difference in ROI practices between consultants/freelances and in-house colleagues. Nearly three-quarters of consultants and freelances (73.1%) offer an ROI formula to clients but only 26.3% of in-house practitioners have one.
► On the oft-discussed question of an industry-wide ROI formula, only 35.6% supported the proposition with 64.4% opposed.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Public Relations Review - Volume 37, Issue 3, September 2011, Pages 314–317
نویسندگان
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