arbiter
JournalsPricingAccount

Advancing Public Relations Campaign Evaluation: Bridging Research Trends and Practice

R. M. Rose et al.

South Asian Journal of Business and Management Cases2025https://doi.org/10.1177/22779779251376496article
AJG 1ABDC C
Weight
0.50

What the paper says

In today’s dynamic and result-driven business environment, organizations expect accountability from public relations (PR) professionals to ensure their contributions align with organizational goals and objectives. Subsequently, PR practitioners must evaluate their PR activities to demonstrate PR effectiveness. This study aimed to explore current trends in PR evaluation research between 2010 and 2024 through bibliometric analysis, which revealed several challenges within the domain. Many themes and sub-themes were populated with the assistance of the VOSviewer software. Further, semi-structured interviews were conducted with 83 working PR executives. The interviewees discussed numerous evaluation techniques they used and their impacts and effects, such as awareness, attitude, opinion and behaviour. The finding offers credible inputs along with a conceptual model and insights for ensuing meaningful direction for future studies in the domain of PR.

Open paper page →

Cite this paper

https://doi.org/https://doi.org/10.1177/22779779251376496

Or copy a formatted citation

@article{r.2025,
  title        = {{Advancing Public Relations Campaign Evaluation: Bridging Research Trends and Practice}},
  author       = {R. M. Rose et al.},
  journal      = {South Asian Journal of Business and Management Cases},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/22779779251376496},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Advancing Public Relations Campaign Evaluation: Bridging Research Trends and Practice

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.