Measuring the bottom-line impact of corporate public relations

Research output: Contribution to journalReview articlepeer-review

21 Scopus citations


This study uses econometric models to test a methodology for establishing a relationship between public relations goals and bottom-line contribution to the organization. Regression analysis showed that non-linear models tested in this study were appropriate for measuring the relationship between reputation and revenues. Results demonstrated a positive relationship between these two variables. These models indicate a meaningful landmark in evaluation research that attempts to document the bottom-line impact of public relations activities.

Original languageEnglish
Pages (from-to)273-291
Number of pages19
JournalJournalism and Mass Communication Quaterly
Issue number2
StatePublished - 2000


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