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Key Performance Indicators (KPI) in Public Relations: an Institutional Approach

Научные исследования: 
Выпуски: 

For citation: DruzhininA.M., SadovskyI.N. (2017) Klyuchevye pokazateli effektivnosti (KPI) v svyazyakh s obshchestvennost'yu: institutsional'nyy podkhod [Key Performance Indicators (KPI) in Public Relations: an Institutional Approach]. Mediaskop 4. (in Russian). Available at: http://www.mediascope.ru/2394

 

© Andrey M. Druzhinin
PhD in philosophy, senior researcher at the research sector "Media Industry Academy" (Moscow, Russia), www-222@yandex.ru

© Ilya N. Sadovskiy
The General Producer of BIG MEDIA CORP (Moscow, Russia), is@bigmediacorp.ru

 

Abstract

The objects of research are PR-communications in the context of methods for evaluating their results. The article considers various approaches to the development of key performance indicators (KPI) in public relations. The criteria for assessing the effectiveness of communication strategies and projects have been analyzed. Despite the wide application of the concept of KPI in practical activities, there are currently no unified approaches for the formation of a list of criteria and especially formalized procedures for calculating this indicator. The authors use the methodologies of critical analysis of modern communication practices. This methodology reveals system failures of various strategies, basic conceptual bases, and the structure of representations about tools, channels of interaction with the audience, the customer of PR communications, and the subjects of execution of the order. It is demonstrated that such failures can be fixed with the help of various sociological instruments: questionnaires, unstructured and structured included observations. Key performance indicators (KPI) in public relations in the article are presented as a factor regulating the interaction of various institutionalized entities and communities: customers, PR specialists, target audiences, economic sectors and state authorities. Priority of quality methods for assessing the effectiveness of PR communications was justified. The need to study the worldview characteristics of potential recipients has been proved, because in some cases, PR communications can cause unplanned (and sometimes even contrary to the expectations) reaction of the target audience.

Keywords: performance indicators, PR, communication, management, advertising.

 

Notes

Advertising Value Equivalent (AVE). Available at: http://s-graph.ru/Glossary/65/

Ded Moroz v reklame «Moskovskogo kreditnogo banka» prouchil zhenshchinu pokhishcheniem za nevnimatel'nost' k docheri [In the Advertisement of "Credit Bank of Moscow" Father Frost taught woman a lesson by kidnapping her daughter as a punishment for maternal inattention]. 2016, December 14. Available at: https://vc.ru/p/mkb-new-year etc.

Materi-odinochki v shoke: novogodniy rolik udaril po bol'nomu [Single Mothers Shocked: New Year Public Service Announcement Hit Where It Hurt]. 2016, December 15. Available at: http://www.pravmir.ru/novogodnii-rolik-udaril-po-bolnomu/

Seksizm i nasilie? Pochemu novogodniy sotsial'nyy rolik privel k skandalu [Sexism and Violence? Why Did New Year Public Service Announcement Lead to Scandal]. 2016, December 18. Available at: http://www.liveinternet.ru/community/5493326/post404587619/

Tseplik E., Sadovskiy I., Gurov F. et al. (2008) PR-rynok ot «Sokur i partnery»: pravda li? [PR Market from "Sokur and Partners": Is It True?]. Sovetnik 7: 18−20.

V labirintakh KPI [In the Labyrinths of KPI]. Novosti SMI, 2017, January 3, no. 452, pp. 42−45.

 

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