An Analysis of Measurement Tools Used in Evaluating Public Relations Campaigns by Public Relations Consultancies in Kenya
Abstract
The general objective of this study was to analyse the measurement tools used in
evaluating PR campaigns by consultancies in Kenya. The study was guided by three
specific objectives: to establish the tools used to evaluate PR campaigns by PR
consultancies in Kenya; establish why some tools are preferred in evaluating PR
campaigns by PR consultancies in Kenya and investigate the effect of evaluation tools
on PR practice among PR consultancies in Kenya. The study adopted a descriptive
research design. It used both qualitative and quantitative approaches to research. It
was conducted in Nairobi County. The target population of the study are PR
practitioners among the 64 Public Relations Society of Kenya registered firms which
have a minimum of five employees which gives the target population as 320
respondents. The study used Fisher’s sample size model to establish the sample size to
174 respondents. The researcher used convenience sampling to administer the
questionnaire. A pilot test was conducted to establish the reliability of the instrument
and Cronbach’s alpha in SPSS was used to establish the reliability of the likert scale
items in the instrument. The researcher analysed 97 questionnaires. The data was
analysed using descriptive statistics which included percentages, frequencies, means
and standard deviation. The qualitative data was anlysed according to themes which
were derived from the research objectives. The findings show that evaluation is
practised in PR consultancies and perceived to be important by PR practitioners. The
researcher found that the most popular PR measurement tools were media coverage
and media content analysis. Client satisfaction was the most cited motivator for
selecting PR measurement tools. This was followed by the availability of PR
measurement tools’ availability. Majority of respondents agreed that use of PR
measurement tools had an effect on PR practice. The findings revealed that there was
an overeliance on events to create a buzz for products and brands in PR practice in
Kenya. The study therefore concluded that PR practitioners and PR consultancies in
Kenya were mostly using media content analysis and advertising value equivalent
which the literature shows have been seen as ineffective measures of a PR campaigns;
that clients’ satisfaction and requirements influenced use of PR measurement tools
among PR practitioners and that overeliance on select PR measurement tools by PR
consultancies in Kenya have affected the PR practice through reduction of PR budgets
and a general inability of PR practitioners to be accountable for their PR campaigns
and activities to their clients. The study recommends that there is need for training,
education and awareness on PR measurement among top management in
organisations and PR consultancy clients to understand and comprehend the
significance of PR measurement. This training and awareness can be created by
bodies representing the interests of Kenya’s PR industry such as Public Relations
Society of Kenya (PRSK) and the Association of Public Relations and
Communication Management Firms (APReCom).This training will enable top
management to demand more effective means of measuring PR campaigns. That
PRSK or APReCom should come up with a framework that proposes PR
measurement standards in the sector.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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