Verifying an image objectives matrix for measuring the effects of public relations activities in business

• Autorzy: Dariusz Tworzydło , Przemysław Szuba
• Języki publikacji: EN

Abstrakty

EN

This article presents the results of comprehensive research on image in the internal and external environments of an organization. During the research, the method of measuring the effect of public relations activities, i.e. the image objectives matrix, was also verified. The above tool is used to determine the image position of an economic entity, and to identify possible problems the entity must address in the range of its internal and external communications. The main conclusion is: The research project, completed in three phases (external, internal, image assessment), enabled us to optimize the dedicated tools for subsequent image studies, making it easy to see the changes closely, taking into account their direction. ZETO's management board has received extensive material that, if appropriately used, will have a direct impact on showing the direction in which the company should be headed in the coming years. The opinions of institutional clients and employees will help to determine the strategy for future activities. Key words: public relations, measurement of effects of public relations activities, internal and external communication, quantitative research, scale reliability analysis, image gap, image objectives matrix (original abstract)

Słowa kluczowe

EN

Public relations; Internal communication; Individual clients

PL

Public relations; Komunikowanie wewnętrzne; Klienci indywidualni

• Czasopismo: Annals of Marketing Management & Economics
• Rocznik: 2017
• Tom: 3
• Numer: nr 2
• Strony: 121--135

Twórcy

autor

Dariusz Tworzydło

• University of Warsaw, Poland

autor

Przemysław Szuba

• Exacto Sp. z o.o., Poland

Bibliografia

• Lindenmann W.K., 2003. Guidelines for Measuring the Effectiveness of PR Programs and Activities, The Institute for Public Relations, Florida.
• Miotk A., 2010. Badania w procesie oceny działań komunikacyjnych relations (Research in the process of evaluation of communication activity) [in Polish], Badania i pomiar efektów w public relations (Research and measurement of effects public relations) [in Polish], D. Tworzydło, Z. Chmielewski (eds), Newsline, Rzeszów 2010.
• Sztucki T., 1998. Encyklopedia marketingu. Definicje, zasady, metody relations (Marketing encyclopedia. Definitions, rules, methods of relations) [in Polish], Placet, Warszawa.
• Tworzydło D., 2005. Macierz celów wizerunkowych relations (Matrix of image relations goals) [in Polish], Piar 6, 94-96.
• Tworzydło D., 2008. Macierz celów wizerunkowych w procesie oceny efektów public relations(Matrix of image relations goals in the PR evaluation process) [in Polish], Wydawnictwo Wyższej Szkoły Informatyki i Zarządzania, Rzeszów.
• Tworzydło D., Olędzki J., 2009. Leksykon public relations (Lexicon of public relations) [in Polish], Newsline Sp. z o.o., Rzeszów.
• Wojcik K., 2005. Public relations. Wiarygodny dialog z otoczeniem (Public relations. Dialogue with the environment) [in Polish], Placet, Warszawa.