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Journal of Promotional Communications

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Published

2017-02-07

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Vol. 5 No. 1 (2017): Special Edition on Thought Leadership for PR

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Articles

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Public Relations: The Missing Piece of the Puzzle the PR Value Debate

Ellie Goodwin

Abstract

Over the past decade, the public relations (PR) industry has evolved at an extremely rapid pace and with that growth the industry must adopt comprehensive and strategic methods for measurement and evaluation (Ketchum 2016). However, in the past PR has been labelled as the weaker sector when compared with marketing and advertising, partly due to the lack of congruency in measurement and evaluation (Michaelson and Stacks 2014). Academic professional Watson (2012) argues, “The measurement and evaluation of PR effectiveness has long been a major professional and research issue.†The CEO of Ketchum, David Rockland, supports this by admitting that the value of PR is frequently measured and evaluated through advertising, by using the Advertising Value Equivalence (AVE) model (Ketchum 2016).

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