Measuring the value of public relations: An international investigation at how communication practitioners view the challenges and suggest solutions

Athens Journal of Mass Media and Communications, 8(2), 107-130. https://doi.org/10.30958/ajmmc.8-2-3

Abstract: This research is motivated to advance our understanding of measurement challenges in communication practice and coping strategies from a global perspective. To do so, we relied on data from a global online survey of communication practitioners in more than 20 countries, which result in five country clusters for final analysis and comparisons. Communication practitioners across investigated country clusters shared different strategies used to cope with measurement challenges. Our results also confirmed that certain leadership qualities (i.e., strategic decision-making, possessing communication knowledge) are particularly important in managing measurement challenges. Our findings provide solutions, leadership skills, and prioritization to improve the measurement of communication effectiveness.  

Michael Cacciatore  Juan Meng 

Related Research


Social Identity Signaling in Public Relations: Recruitment of BIPOC and LGBTQIA+ Practitioners

Abstract: This study examined the effectiveness of DEI cues in recruiting BIPOC and LGBTQIA+ practitioners by conducting a 2 (identify as marginalized or not) x 2 (high or low DEI […]

Taeyeon Kim
read more
Into the Metaverse: State of Art and Research Agenda

Jooyoung Kim (June 3). Into the Metaverse: State of Art and Research Agenda. This webinar is organized and hosted by EUPRERA (European Public Relations Education and Research Association). https://euprera.org/what-we-do/webinars/

Jooyoung Kim
read more