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Measuring the Economic Value of Public Relations

Measuring the Economic Value of Public Relations 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 supported by integrating the results of the hypothesis tests. The model containing a latent public relations expense illustrates a new empirical method for public relations evaluation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

Measuring the Economic Value of Public Relations

Journal of Public Relations Research , Volume 13 (1): 24 – Jan 1, 2001

Measuring the Economic Value of Public Relations

Abstract

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...
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1207/S1532754XJPRR1301_2
Publisher site
See Article on Publisher Site

Abstract

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 supported by integrating the results of the hypothesis tests. The model containing a latent public relations expense illustrates a new empirical method for public relations evaluation.

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: Jan 1, 2001

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