Measuring the economic value of public relations

Research output: Contribution to journalArticlepeer-review

50 Scopus citations

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.

Original languageEnglish
Pages (from-to)3-26
Number of pages24
JournalInternational Journal of Phytoremediation
Volume21
Issue number1
DOIs
StatePublished - 2001

Fingerprint

Dive into the research topics of 'Measuring the economic value of public relations'. Together they form a unique fingerprint.

Cite this