polish pr specialists on pr measurement

2010

Anna Miotk,

Ph.D.

[ANNA MIOTK: OPINIONS OF

POLISH PR SPECIALISTS ON PR

MEASUREMENT. A REPORT] Presentation of research results – survey conducted in January 2010

Anna Miotk: Opinions of Polish PR specialists on PR measurement. A report

http://annamiotk.pl/about-anna-miotk/

Introduction

This report is an analysis of research results, conducted by the author on users of discussion group

InternetPR.pl in December 2009 – January 2011. Research covered opinions of Polish PR specialists

on PR measurement and it was planned to solve research problems drafted in the introduction to

Anna Miotk’s doctoral dissertation titled „Methods of PR measurement and evaluation used in

Poland”.

This document consists of following parts: key findings, research methodology description, detailed

findings and detailed information on research participants. The last part of the report contains

conclusions.

Key findings

• 91% of researched PR specialists use media relations as the PR tool and media content

analysis is regarded by 70% of researched as the research method which gives the most

detailed information. It may show the „mediocentric” character of public relations in

Poland – understanding public relations mainly as media relations.

• Majority of the researched – 96% - consider, that planning PR activities in form of a PR

strategy is necessary.

• The researched PR specialists acknowledge that use of research is not sufficient in

following parts of PR process defined by the author as initial analysis, strategy,

implementation and evaluation. The biggest portion of the researched – nearly 90% -

pointed out, that research use is not sufficient in PR evaluation, then – in initial analysis –

nearly 70%, then – in creating PR strategy – 60% and during PR activities implementation

– nearly 50%.

• The researched PR specialists do not have detailed knowledge on methods and

techniques1. The most frequently mentioned barrier for PR measurement was „lack of

knowledge, how to measure the PR results”. 60% of the researched have chosen this

answer.

• PR specialists taking part in the research had problems with unambiguous evaluation of

media content analysis as the research technique. The distribution of answers for this

questions varied a lot and „other” category was selected more frequently than in case of

the other questions. There were also answers such as „content analysis allows both to

check quality of press coverage and estimate the reaction of target groups”, which is not

compliant with methodological knowledge (impossibility to assess reaction of target

groups is one of weaknesses of media content analysis).

• In case of Advertising Value Equivalency (AVE) 62% of the researched acknowledged, that

„the technique is not authoritative – PR and advertising activities are not the same, so

they cannot be measured with the same measure” and 35% – that „it allows to easily

present to management (clients) the value of PR work performed”. In turn, 3% of the

researched selected the option „other” and wrote „it shows the value of the PR specialist

work, but is not authoritative”, combining both answers from the questionnaire. It may

show that PR specialists are using AVE despite they being conscious of its disadvantages.

1 Research technique is the use of this method by a discipline (example of a method is content analysis, and the technique used by PR is

media content analysis). The research tool is be used to complete the research using a method (for example, a questionnaire is used to

make a survey).



• Research results show, that the researched do not know standards of PR measurement,

and – at the very least – treat them very casually. It is confirmed by a very big portion of

the researched (18%), who consider the practice of setting expected number of pieces of

press coverage is acceptable, even though Polish Code of Ethics for PR practitioners

introduced by The Polish PR Association2 forbids it.

• Public relations image, according to the research participants, is negative – nearly 60% of

them say so. Asked for reasons, most often they singled out „the lack of the

consciousness in the society” (63% of participants, who have chosen the „negative”

option). Only 12% of participants, who have chosen the negative option, consider not

using PR measurement as the cause of negative PR image, 7% - „lack of education what

public relations are” and 7% - „small goods of public relations as the academic discipline”.

Research methodology

The research had to answer following questions:

• Are public relations in Poland practiced according to one particular model (one of four

Grunig’s and Hunt’s or the new one, named as the relational model by the author)?

• Do the participants, who plan PR activities, measure PR activities more frequently than

those, who do not have ready-made PR plan (strategy)?

• How wide and varied is the extent of used research techniques?

• Is education (specialization) of a PR specialist linked to his/her knowledge, how to

conduct PR measurement? Are graduates of social sciences better methodologically

prepared than graduates of PR or journalism and social communication?

• Is using particular PR tools combined with positive opinion about chosen research

techniques? Is the thesis on PR „mediocentrism” (which means identifying public relations

most of all with media relations) confirmed by the research?

• How deep is knowledge of PR measurement issues – standards, techniques and main

barriers to conducting PR research? Does it show the lack of knowledge among PR

specialists, or do they know this issue rather well?

• Is the positive opinion on research methods and techniques combined with participant’s

education in particular discipline? For example, has a sociologist the tendency to evaluate

survey better, and a marketing specialist – to value the AVE?

• How much does the practice of guaranteeing by PR specialists a defined number of press

coverage in advance influence the result of PR activities? Are PR specialists conscious of

the standard of PR measurement, which says estimation of press coverage quantity in

advance is not possible (such estimation raises questions, if the coverage is paid).

2 „Polish PR Association (PSPR) is a professional organization, devoted to assist its members with achieving high standards of conduct in the

PR communication profession through exchange of practical experiences and best practices. In 1994 PSPR members working in PR

agencies, PR practitioners in business and government institutions as well as other members from the academic world have created a

network of mutually rewarding relationships. PSPR also deals with popularization and educational activities by initiating and organising

conferences and seminars, conducting trainings and workshops. In 1996 PSPR successfully introduced the first Polish Code of Ethics for PR

practitioners. Polish PR Association responds to the new requirements of the 21st century - openness and motivation for achieving

common interests through personal development and career growth of its members” (information from the webpage

http://www.polskipr.pl/english/).



• Is the negative image of PR field in Poland (if it is really negative) linked to small scientific

achievements of PR as a discipline or to the lack of convincing arguments about the real

effects of PR work?

Author of the research targeted the research at Polish PR specialists. There is no professional

database in Poland, collecting data about PR specialists in Poland. For the purpose of survey, the

author decided to address people subscribed to the mailing list InternetPR.pl - this is the only Polish

Internet discussion list assembling people connected to the public relations industry. According to

data of InternetPR.pl Foundation which is hosting the list, there were 2049 people subscribed to the

list on 30 January 2010 - but people constantly active on the list are probably only a small part of

them. Due to the lack of available database containing detailed description of the subscribers to the

list, non-random sampling was used: it was assumed, that the participants of the survey will be

everyone who completes the questionnaire and research results will be submitted only to the group

of people involved in the study.

The research was conducted by a survey method, using an online questionnaire. The questionnaire

contained 14 questions and 11 demographic questions. Research questions were opinion questions,

so that respondents could freely express their approach to measuring the effects of public relations.

The author gave up on questions about facts - there were concerns that they could cause

"interviewer effects" (respondents do not react in accordance with the present state of things but

adapt to set the expectations of the investigator). The questions applied were questions about

opinions. Assupmtion that respondents would be more honest if asked about their opinion about

other people’s behaviour that when asked about their own behaviour directly.

Before implementation, the survey questionnaire was pilot tested on 11 PR professionals - and

therefore people from this professional group to whom the survey was addressed. Their task was to

spot errors in the tool design, as well as errors and ambiguities in the construction of questions. The

results of the pilot were used to create the final version of the questionnaire. The questionnaire was

then posted on the portal www.moje-ankiety.pl and made available through a special link for

participants of the InternetPR.pl mailing list on 15 December 2009. Request for completing the

survey was posted to the list InternetPR.pl again on January 13, 2010. The result of the study were

104 completed questionnaires. After rejecting five of them, which included negative answer to the

filtering question about the need to measure PR results, the final analysis included 99 questionnaires.

Because of the sampling method, results cannot be generalized to all Polish PR specialists, or even

the population of users of the list InternetPR.pl; conducting such an examination only through the

Internet would be difficult indeed.

1. Detailed findings

1.1. Public relations practice

1.1.1 Preferred PR model

At the beginning of the survey, respondents could choose several definitions of public relations,

which for the author of the research corresponded to five models of public relations practice: the

four models of Grunig and Hunt [Grunig and Hunt, 1984] and the fifth, specified by the author of the

study as a "relational model"3:

3 There is no agreement, how many models there are. Some specialists consider to be only four PR models as in the Grunig’s and Hunt’s

theory and the differentiation between communication and relationships makes no sense (as Dejan Vercic) and some experts (eg. David

Phillips) consider relationships to be something more than communication so this is a new paradigm of PR activity.


http://annamiotk.pl/about-anna

• "Public relations: any activity

product, company or

press agentry);

• "Public relations: any activity

or product" (a statement

asymmetrical);

• „Public relations are conscious

mutual understanding

definition of PR adopted by

two-way symmetrical

• "Public relations are information

competent, complete,

a definition of Piotr Czarnowski

model);

• "Public relations is action designed to

environment" (a statement

model).

More than half of the respondents

essence of public relations activities

fifth of respondents - 19% - chose

respondents chose the definition

definition of PR as a source of publicity

company.

Figure 1 – With which PR practising model do you identify?

These results indicate, that the two

the respondents. They also show the gradual

the “relational” model - defining

surrounding groups. Other approaches

is consistent with the assumptions of

relations describes the dominant

practicing PR may coexist at a given time

19%

13%

7%

Two-way symmetrical Relationships

Publicity/press agentry Two

Opinions of Polish PR specialists on PR measurement. A report

anna-miotk/

any activity aimed at giving the greatest publicity to the promoted

or person" (this statement corresponds to the model

any activity aimed at promoting and / or protecting

statement by Philip Kotler, the closest to the model of

conscious, planned and ongoing effort to establish and maintain

mutual understanding between an organization and its environment"(

adopted by the British Institute of Public Relations – is the nearest

symmetrical model);

information. This information is fair and objective

complete, fast, media friendly, public opinion, ethical and responsible

Czarnowski, Polish PR expert, corresponding to the public information

action designed to achieve the best business relationship

statement by Moi Ali, British PR expert, corresponding

of the respondents- 56% - found the definition that points to understanding

activities, and thus corresponded to two-way symmetrical

chose the definition associated with the "relational" model, 13% of

definition associated with the public information model, 7%

publicity, and 5% - indicated PR as promoting the image of

With which PR practising model do you identify? N=99

indicate, that the two-way symmetrical model is the one most frequently

y also show the gradual spread of a new approach to PR called by the autor as

defining PR by the necessity of building lasting relationships with

approaches to the practice of PR activity, however, are

with the assumptions of Grunig and Hunt, who stated that the development

dominant model at any given time and space, but all other ways

a given time in the same area.

56%

5%

Relationships Public information

Two-way assymetrical


to the promoted

model of publicity /

the company image

two-way

establish and maintain

organization and its environment"(this statement -

is the nearest to the

and objective, professional and

and responsible "(this is

the public information

relationship with its

corresponding to the relational

understanding the

symmetrical model. One-

relational" model, 13% of

7% - indicating the

promoting the image of the

ost frequently practised by

PR called by the autor as

lasting relationships with

, however, are also present. This

development of public

other ways (models) of



1.1.2 Need of creating the PR strategy

The vast majority of respondents

developing PR strategy is necessary. Only 3% believe t

topic.

Figure 2 – Is planning in PR is necessary or is not necessary?

This would indicate the fact that

public relations, such as the need to create

communications. If people who took part in the survey have been yet convinced to the need for PR

measurement (or at least are undecided

who plan PR activities, may be more

have ready communication activity

studies.

1.1.3 Applied PR tools

Respondents were asked about all

respondents could choose all the answers, which apply.

all) use media relations. The second

respondents. 75% of respondents

relationships with authorities (28%

respondents used the possibility to

trainings (1%), and audits and research

3% 1%


anna-miotk/

Need of creating the PR strategy

The vast majority of respondents - 96% - believe that planning in public relations in the form of

developing PR strategy is necessary. Only 3% believe that it is not, while 1% have no opinion on this

Is planning in PR is necessary or is not necessary? N=99

respondents are conscious and familiar with the

he need to create an action plan before the start of regular

took part in the survey have been yet convinced to the need for PR

undecided in this matter), then it can be supposed, that PR specia

may be more inclined to the PR measurement than companies

activity plan. But this would require confirmation in more detailed

all public relations tools which are used by them. In

respondents could choose all the answers, which apply. As it turns out - 91% of respondents (

The second most popular tool is Internet PR, which is used by

of respondents also use special events. The most rare indications were

28% of respondents) and sponsorship (45% of respondents

used the possibility to give their own answers in the option “other”

research (1%) as PR tools.

96%

Planning is necessary

Planning is not necessary

I have no opinion


believe that planning in public relations in the form of

hat it is not, while 1% have no opinion on this

familiar with the basic principles of

regular PR

took part in the survey have been yet convinced to the need for PR

it can be supposed, that PR specialists

than companies who do not

more detailed

which are used by them. In this question

of respondents (almost

, which is used by 84% of

The most rare indications were

respondents). 2% of

tion “other” – they indicated



Figure 3 – Applied PR tools, N=99

These results indicate that even in the group, public relations may be associated mainly with

relations with the media - it is called “mediocentric” attitude to public relations, which may then

affect identifying PR measurement only with the media content analysis. This could be confirmed in

the answers to the question which of the techniques for measuring the respondents consider

providing the most accurate information, if only the vast majority of indications indicated media

content analysis.

1.1.4 Opinions on research use in PR

Respondents were also asked to determine whether the use of research is sufficient or not sufficient

in the four stages of the process of public relations: initial analysis, development of PR strategy,

implementation and evaluation of the effectiveness of PR. The largest group of respondents - nearly

90%, indicated that the use of research is not sufficient in assessing the effectiveness of PR, then - in

the initial analysis (nearly 70%), in the creation of PR strategy (60%) and during the implementation

of PR activities (less than 50%) .

Figure 4 – Is in your opinion use of research in PR by Polish practicioners sufficient or it is not sufficient?

N=99

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0% 20% 40% 60% 80% 100%

Initial analysis

PR strategy creation

PR activities realization

PR evaluation

Initial analysisPR strategy

creation

PR activities

realizationPR evaluation

Is sufficient 19% 25% 29% 12%

Is not sufficient 67% 56% 50% 76%

I have no opinion 14% 19% 21% 12%



Summarizing, the respondents tended

sufficient, with the greatest shortage experienced

RACE, ROSIE, and other, which define

applied, or at the beginning and

1.2 Opinions on PR measurement

1.2.1 Need to measure PR

Questionnaires to undergo the analysis were chosen based

measure PR. Further analysis was done only for those questionnaires,

the fact that PR measurement is necessary

option that PR measurement is not necessary

about PR measurement frequency

and their responses were not included in

main subject of the research, "Opinions

strong criterion for selection of respondents

not respond to requests for participation

study - 97% - claimed that PR measurement

Figure 5 – Need to measure PR, N=99

1.2.2 Preferred frequency to measure PR

Another question concerned the

(66%) of respondents replied "you should

larger project," while 34% of respondents

be measured up-to-date - for example

Those who stated that "measure the

finished the questionnaire at the point and their results

also the filtering question, which

the topic of the study.

97%

3%


anna-miotk/

tended to the view that the use of research is rather

shortage experienced where, according to the theory

, which define the process of public relations), research primarily

end of the process.

Opinions on PR measurement

the analysis were chosen based on the two filtering questions on need to

measure PR. Further analysis was done only for those questionnaires, in which respondents

is necessary, or had no opinion about it. People, who

is not necessary (or have indicated similar answer in

about PR measurement frequency, which also acted as a filter), at this point finished

included in further analysis. Such cases were 5, suggesting

"Opinions of Polish specialists on PR measurement

of respondents - those uninterested in the measurement

participation in the survey. The vast majority of people involved

measurement is necessary, and only 3% had no opinion

PR, N=99

Preferred frequency to measure PR

concerned the preferred frequency of measuring the effects of

you should measure the effects of PR in each case

of respondents chose the option " the effectiveness of PR activities

for example in the form of periodic (weekly, monthly, etc.)

measure the effects of PR is not needed, there is no point

at the point and their results were not included in further analysis

, which would cause negative selection of people unfavorably

PR measurement is

necessary

I have no opinion


is rather insufficient than

according to the theory of PR (models

primarily should be

on the two filtering questions on need to

respondents opted for

People, who have chosen the

in the next question

finished questionnaire

, suggesting that, the

PR", was already a

the measurement of PR just did

of people involved in the

had no opinion on the subject.

the effects of PR. The majority

in each case after closing of a

of PR activities should

weekly, monthly, etc.) summaries”.

there is no point it regularly”,

further analysis – it was

unfavorably oriented to



Figure 6 – When should PR measurement be performed

1.2.3 Choosing the method of PR measurement

Respondents were also asked to indicate which premises should guide the selection of methods for

assessing the effectiveness of public relations. The largest percentage of respondents

chose the “reliability of the method”, then slightly less than 60% pointed t

possible after the campaign", then after about 40%

expressed numerically," and "type of PR tool

"possibility of applying the method on their own" and over

2% of respondents chose to add the

and "link with previous research."

Figure 7 – What premises should be present when choosing the method of PR measurement?

This shows, that respondents must be convinced

use it. They are also guided by the type

obtained after performing of a public relations

in light of the answer to this question

34%

0%

10%

20%

30%

40%

50%

60%

70%

80%


anna-miotk/

measurement be performed? N=99

Choosing the method of PR measurement


assessing the effectiveness of public relations. The largest percentage of respondents

he “reliability of the method”, then slightly less than 60% pointed to "a kind of feedback

after the campaign", then after about 40% - at "the possibility of obtaining the result,

merically," and "type of PR tool to be evaluated". 27% of respondents mentioned the

e method on their own" and over 10% - to "time savings" and "low cost".

2% of respondents chose to add the option "other", pointing here to "the existence of new tools"

ch."

What premises should be present when choosing the method of PR measurement?

must be convinced as to the method itself and trust to it

the type of information, which due to specified method, can be

a public relations campaign. The savings - whether time

to this question to not have meaning for them.

66%

Up-to-date

After the closing of a

bigger project



assessing the effectiveness of public relations. The largest percentage of respondents - nearly 65% -

o "a kind of feedback

at "the possibility of obtaining the result,

of respondents mentioned the

to "time savings" and "low cost".

"the existence of new tools"

What premises should be present when choosing the method of PR measurement? N=99

and trust to it to be able to

, which due to specified method, can be

time or cost - seem



1.2.4 Opinion on PR measurement methods and techniques

Respondents also pointed to the measurement technique or method, which they believe provide the

most accurate information. The highest percentage of respondents - nearly 70% - pointed to media

content analysis, then 60% of respondents chose survey. The next four - observation, readership and

audience data, focused group interview, and return on investment (ROI) were identified by

approximately 30-40% of the respondents. Over 20% of respondents chose advertising value

equivalency (AVE) and sales data analysis. 3% of responses indicated “other” - the respondents

pointed out "image research", "the matrix of image objectives" and "indicators of social capital and

relationships." Not one respondent indicated the individual in-depth interviews as research method.

Figure 8 – Which techniques and methods do you regard as giving the most exact information? N=99

This responses’structure is consistent with the trends observed by the author of the report on

foreign markets – “mediocentric” treating of PR (which automatically favours media content analysis)

and focuses on quantitative research (a trend associated with greater use of qualitative research in

PR has been not penetrated too far into the PR in Poland yet).

Respondents were not asked about which techniques and methods they use in their everyday

practice, due to the fact that this could lead to giving false answers. But opinion on the methods that

they consider to provide the most accurate information can also be seen as a loose indication of the

use of these methods in practice.

It should be mentioned here that the original version of the questionnaire, even before the pilot

survey, included questions with answers about 23 research techniques, known to the author from

various sources. After suggestions from PR professionals, who were taking part in the pilot survey,

the number of techniques was limited to nine methods (of which one method was not indicated at

all) and the answers for the "other" category have been made in only three cases. This means that

the range of measurement methods and techniques known and available to Polish PR specialist is

rather small.

Interesting information can be noticed, when opinions on the research methods and techniques are

combined with the specialization graduated by respondents. Survey as the most accurate source of

information was recognized by graduates of economics – it was pointed by 61% of people who have

studied this specialization, but only by 27% of sociology graduates. Observation is most appreciated

by the graduates of journalism and political science (67%) and least by the graduates of Polish

philology (15%). Focus group interview is most trusted by political science graduates (67%)and least

by those who have graduated marketing (28%). The advertising value equivalency (AVE) is the most

valued by the graduates in political science (40%), least by business graduates (0%), and also by

marketing (7%) and sociology (9%) graduates. The value of return on investment as the most

conclusive method is appreciated by the graduates in political science (46%), least - by the graduates

0%10%20%30%40%50%60%70%80%



of public relations (19%). Media content analysis is popular in all groups studied, reaching over 60%

of responses in each group, the percentage indicated is lowest among graduates of Polish philology

(61%) and the highest - in the group of sociologists (91%). Data on readership, listenership,

viewership, etc. enjoy the best reputation in the group of journalism graduates (65%), while it is

lowest among the graduates of Polish philology (15%). Analysis of sales is rarely mentioned by

political science graduates (13%), and the most frequent by graduates of public relations (100% of

respondents).

Figure 9 – Methods and techniques of PR measurement claimed as giving the most exact information and

specialization graduated by respondents, N=120

These results show that the assumed relationship between preference for methodological

techniques related to a given discipline and the fact of studying this discipline, does not take place.

For example, measures taken from marketing or business, such as advertising value equivalency or

return on investment, are not considered to be the most accurate source of information by

graduates in business and marketing. Graduates in public relations are aware that the ultimate

effect of PR is to change sales results and all of them indicate, that sales data have to be just

analyzed, and not necessarily advertising value equivalency or return on investment. The sociologists

trust most in media content analysis, while they are at least two times less likely to indicate

the other methods (and especially surveys).

1.2.5 Acceptance of unfair practices relating to the effects of PR in contracts

Respondents were also asked to express an opinion on the practice prohibited by section 10 of the

Code of Ethics of the Polish Association of Public Relations: "PR consultant may not agree any

contracts, in which he would guarantee to achieve a result which depends on the autonomous

decisions of other entities, such as editors, public institutions, etc., and his salary can not be made

conditional on achieving such results"4. Unfortunately, in reality, there are situations in which a

potential customer expects from PR agencies to provide a number of publications in the media and

the agency agrees to the request - the author of the report has witnessed such a situation herself.

4 Polish Code of Ethics for PR practitioners, http://www.polskipr.pl/o-stowarzyszeniu/kodeks-etyki/.

Graduates total Survey Observation

Focus group interview AVE ROI

Media content analysis

Readership data

Sales data Other

Economy, business, management 18 61% 50% 33% 0% 22% 67% 33% 17% 11%Public relations 16 44% 25% 25% 13% 19% 75% 44% 100% 0%

Journalism 16 44% 65% 44% 22% 31% 69% 65% 22% 0%International relations, political sciences 15 53% 67% 67% 40% 47% 80% 27% 13% 0%

Marketing 14 36% 57% 29% 7% 21% 86% 50% 14% 0%Polish philology 13 55% 15% 31% 15% 38% 62% 15% 31% 0%

Sociology 11 27% 45% 45% 9% 36% 91% 36% 27% 9%

Law 4 50% 75% 25% 25% 50% 100% 25% 0% 0%Other social sciences 5 80% 40% 40% 40% 20% 40% 60% 40% 0%Other sciences 5 20% 80% 40% 20% 40% 100% 60% 20% 0%

Other arts 3 33% 67% 33% 33% 0% 67% 33% 0% 0%



As can be seen from the responses

of respondents - up to 18% and 4% of

Figure 10 - There are situations in which companies expect

determine the number of press publications

the practice of administering a specific number

Such a large consensus on this practice may be due to poor awareness of the standards promoted by

PSPR - that the association currently has only 200 members, while

list gathers over 10 times more people, who identify with the industry. It is also another premise

confirming the lack of knowledge of PR professionals in PR measurement

group of respondents, strongly convinced about the neet to measure PR, should contain a much

smaller portion of those who are giving the number of pieces of press coverage to be achieved.

second explanation of such a phenomenon is

them in a conscious way.

1.2.6 Opinion on media content analysis

Respondents were asked about their

media content analysis and advertising

number of ready-made statements

complete the ready list of answers

could be chosen. Most - 38% of respondents

analysis is "a good method if it is

this method "measures only the quality of

that "allows to check how the company

out what the clients think about the

"it is the best way to evaluate the effects

means that PR activities were effective

answer adding such statements as:

estimates the reaction of the target gro

and to measure PR" and "it is useless

These results indicate that the awareness of media

effects of PR, is diverse. Some of

reaction of the target groups, limiting

journalists or reaction of journalists

method - if the media wrote about

18%4%


anna-miotk/

responses, this practice is considered acceptable by quite

4% of respondents did not have a opinion.

in which companies expect from the agencies taking part in

of press publications that will be achieved as a result of the actions.

a specific number of press publications is permissible or not permissible


that the association currently has only 200 members, while the InternetPR.

over 10 times more people, who identify with the industry. It is also another premise

confirming the lack of knowledge of PR professionals in PR measurement and in standards.

gly convinced about the neet to measure PR, should contain a much

smaller portion of those who are giving the number of pieces of press coverage to be achieved.

second explanation of such a phenomenon is that the respondents know the standards, but bre

Opinion on media content analysis

about their detailed opinions on the two research techniques

advertising value equivalency. Question on content analysis

statements, with an open question, "other”, where respondents could

ready list of answers answers about their own observations. However, only one answer

% of respondents - also came to the conclusion that media

if it is conducted reliably". Twice fewer respondents -

the quality of information materials provided to journalists

company is perceived by journalists" and "does not allow for

the clients think about the company". 7% of respondents also came to the

evaluate the effects of PR activities - if something appeared

were effective”. 3% of respondents used the option to provide

answer adding such statements as: "it allows both to check the quality of press materials

of the target groups", "it gives information about the opinions

useless in the Internet age, because of copying of press releases

that the awareness of media content analysis as a method of

Some of the respondents are aware of its flaws (lack of information on

, limiting the measurement to the quality of materials delivered

or reaction of journalists), some focus on the advantages (good, if done

about PR activities, they were successful). Some respondents

78%

The practice is not

permissible

The practice is

persmissible

I have no opinion


quite a large percentage

taking part in the tender to

of the actions. Do you think that

not permissible? N=99


the InternetPR.pl main discussion

over 10 times more people, who identify with the industry. It is also another premise

and in standards. Such a

gly convinced about the neet to measure PR, should contain a much

smaller portion of those who are giving the number of pieces of press coverage to be achieved. The

standards, but break

research techniques used in PR:

content analysis included a

spondents could also

However, only one answer

media content

20% - indicated that

journalists" and 16% -

does not allow for finding

to the conclusion that

ppeared in the media, it

the option to provide their own

of press materials and

opinions of journalists

of press releases".

as a method of evaluating the

lack of information on the

materials delivered to

done honestly, the best

respondents mention



information which cannot be obtained using this method (you cannot estimate the response of

target groups), argue, that this method allows PR measurement (as if other methods do not allow),

or that it is useless in the Internet age, when copying press releases is abused. However, the

experience of the author shows that not all journalists do so - journalists of the media considered as

more influential and highly prestigious redraft PR materials or use them on the occasion of the

preparation of larger, overview materials in which they try to present trends in the whole industry

and highlight the problems from many different points of view. So varied and ambiguous opinions

among respondents on the most popular method also argue for very limited methodological

knowledge of the respondents.

Figure 11 – With which of the following statements about media content analysis can you identyfy the most?

N=99

Content media analysis...

good method if it is conducted reliably 38%

measures only the quality of information materials

provided to journalists 20%

allows checking how the company is perceived by

journalists 16%

does not give information about clients’ opinions 7%

it is the best method of PR measurement 1%

allows to check quality of press coverage and

estimate the reaction of target groups 1%

gives information about journalists’ opinion and

allows to measure PR 1%

useless in the Internet age (copying and pasting

information) 1%

1.2.7 Opinions on advertising value equivalency

Another technique about which study participants were asked in more details, was the advertising

value equivalency (AVE). Views on the equivalent of advertising, however, were much less diverse

than in the case of media content analysis of press: 62% of respondents felt that "this technique is

not reliable - advertising and PR are not the same, so they cannot be measured by one measure ",

35% - that “it allows the PR specialist to easily provide to the Board (or customers) the value of PR

work done”. Below 3% of the respondents formed their own opinion: "shows the value of PR work,

but it is not reliable" combining the two answers in one. Probably these are the people who are

aware that the methodological value of this technique is none, however, they were in situation in

which presenting financial results to a board allowed them to better convince about the value of PR

work they were performing. But what is interesting is that none of the respondents chose the option

"equivalent advertising allows the PR specialist to prove to the Board (the customer) how much

money is saved through PR activities". This could indicate that respondents do not agree with the

view that public relations are more economical version of advertising, which is suggested by this

answer.



Figure 12 - Which of the following statements about the

of the surface of articles in the media

advertising space - suits your beliefs

1.2.8 Obstacles to PR measurement

Respondents, when asked about

"ignorance, how to measure PR"

"uncertainty about the usefulness of

time "(less than 30%). The next reasons

rigors of science, its design and implementation

activities, to which PR measurement

makes no sense to realize complex

used the option “other - what "and

separating the effects of PR on the effects of

Distribution of answers to this question

motivation for the selection of methods

mentioned the cost and time associated with the use

one of measuring barriers, which suggests that

Figure 13 – What do you think might be the most important obstacle to the PR measurement?

values sum up to more than 100% –

Obstacles to PR measurement

Ignorance how to measure PR

No budżet

High costs

Uncertainty about usefulness

Lack of personel

Lack of time

Difficulty in research condu

Fear of criticism

Intuition and observation are enough

Lack of support from superiors

Difficulty in separating the effects of PR

62%

3%


anna-miotk/

statements about the advertising value equivalency

n the media resulting from the activities of PR, based on the value of

beliefs? N=99

to PR measurement

, when asked about the obstacles to measuring the effects of PR pointed

" (less than 60% of respondents), "no budget" (40%

usefulness of measuring the effects of PR," lack of personnel

reasons were: "Research must be carried out in accordance

and implementation is difficult" (20%) and "fear of the criticism of PR

PR measurement can lead" (15%). 7% of respondents shared the view that

ealize complex research, good observation and intuition are enough”

"and identified "lack of support from superiors ", and

on the effects of other communication activities".

to this question is an addition to information obtained in the question

methods/techniques for measuring PR. There, respondents

associated with the use of the method. Here, they say

which suggests that, they are important factors for them

What do you think might be the most important obstacle to the PR measurement?

– the researched could choose more than one answer)

PR measurement

Ignorance how to measure PR 59%

39%

28%

usefulness 28%

27%

26%

Difficulty in research conducting 20%

17%

Intuition and observation are enough 6%

Lack of support from superiors 1%

Difficulty in separating the effects of PR 1%

35%AVE is not reliable

AVE shows the value of PR

work done

AVE shows the value of PR

work done, but is not

reliable


- estimating the value

value of similar

pointed to in order:

(40%), "high costs",

lack of personnel "and" lack of

carried out in accordance with the

of the criticism of PR

the view that "it

are enough”, while 2%

", and “difficulty in

in the question of

respondents rarely

say cost and time are

for them.

What do you think might be the most important obstacle to the PR measurement? N=99 (remark:

the researched could choose more than one answer)



The author assumed, that the lack of knowledge

ignorance of the methods and research techniques

verifying what percentage of graduates

that the graduates of sociology (where methodology of social scie

the curriculum) have the biggest problem with PR measurement

their lack of knowledge about it.

other (sciences: physics, mathematics,

education and tourism) - the percentage here was

proportion of people admitting to

graduates of public relations and it

public relations students are acquainted

thus have more realistic expectations for the

Figure 14 – Specialization graduated and lack of knowledge as declared barrier of PR measurement

1.2.9. The image of PR industry in Poland

The last part of the study concerned the image of the public

assumed it is negative, seeing as the reasons the low maturity of public relations as a scientific

discipline, and inability to measure the effects of

participants are convinced of a negative ima

neutral, and 3% had no opinion.

Figure 15 – Which is the image of PR industry in Poland in your opinion

As the cause of the negative image of

society" (63%). Only 12% of responses

determine what is the result of actions

about PR conducted by the PR industry”

discipline with its own theories and research

responses pointed to "the ignorance

"unethical behavior of PR professionals

Sociology PRPolitical sciences

Graduates total 11 16Lack of knowledge as the reason of not measuring 82% 43%

28%3%


anna-miotk/

lack of knowledge on methods of PR measurement is associated

and research techniques of social science that can be used in

graduates of specified specialization pointed to this problem

sociology (where methodology of social sciences is one of the largest courses in

the curriculum) have the biggest problem with PR measurement - nearly 82% of

. Another large group were graduates of specializations described as

mathematics, quantitative methods and information systems

the percentage here was similar and it amounted to 80%

admitting to ignorance in measuring the effects of PR, was

and it amounted to 43%. Maybe it can be derived from the fact that

acquainted with the typical methods of measuring the effects

expectations for the measurement of PR than graduates

Specialization graduated and lack of knowledge as declared barrier of PR measurement

The image of PR industry in Poland

The last part of the study concerned the image of the public relations industry in Poland. The author


discipline, and inability to measure the effects of activities. The study showed that almost 70% of the

of a negative image of the PR industry, only nearly 30%

No one considered the image to be positive.

Which is the image of PR industry in Poland in your opinion? N=99

image of PR in the first place was listed "lack of awareness

responses pointed to "public relations professionals

actions undertaken by them”, and 7% -"lack of education campaigns

PR industry” and "small achievements public relations

and research supporting the validity of those theories

gnorance of journalists", "lack of professionalism PR professionals

PR professionals". 2% of responses pointed to the "identification of

Political sciences Marketing Economy Journalism Law

Polish philology

Other social sciences

15 14 18 16 4 13

53% 50% 61% 56% 50% 69% 60%

69%

PR image is negative

PR image is neutral

I have no opinion


measurement is associated with

be used in PR, but

this problem, showed

nces is one of the largest courses in

them admitted to

specializations described as

and information systems and physical

80%. The smallest

among the

from the fact that

the effects of PR and

graduates of other disciplines.

Specialization graduated and lack of knowledge as declared barrier of PR measurement, N=120

relations industry in Poland. The author


that almost 70% of the

ge of the PR industry, only nearly 30% consider it to be

awareness in the Polish

can not accurately

education campaigns

relations as a scientific

theories". 3% of

PR professionals" and

identification of PR with

sciences Other arts Other

5 3 5

60% 67% 80%



propaganda”. Nobody chose the answer "no generally accepted industry definition of what public

relations are".

Figure 16 - What factors might influence the PR industry's negative image in the eyes of the public? N=68

(Remark: people who chose the answer PR has negative image were asked for reasons, why)

Reasons for negative image of PR in Poland

Lack of awareness in the Polish society 63%

Public relations professionals can not accurately determine what

is the result of actions undertaken by them 12%

Lack of education campaigns about PR conducted by the PR

industry 7%

Small achievements of public relations as a scientific discipline

with its own theories and research supporting the validity of those

theories 7%

The ignorance of journalists 3%

Lack of professionalism of PR professionals 3%

Unethical behavior of PR professionals 3%

Identification of PR with propaganda 2%

This would indicate that the decisive influence on the negative image of the PR industry is lack of

knowledge among the society what PR is and what PR is not. The problem with measuring the effects

of PR and short PR development as a scientific discipline are factors that are referred to only in the

second and fourth place.

2. Participants of the survey

Participants of the survey were described in terms of several parameters: sex, education, and studied

disciplines, working in PR, experience in PR and (or) in other professions, and current professional

situation. Some information concerned organizations for which they were currently working.

2.1 Characteristics of the participants of the survey

2.1.1 Sex

Of 99 respondents 61 (62%) were women and 38 (38%) were men. This is consistent with existing

research on public relations in Poland and abroad, which shows that this sector is highly feminized.

Figure 17 – Sex, N=99

Sex

Female 62%

Male 38%

2.1.2 Education and specialization studied

The overwhelming majority of respondents are people with higher education - as many as 90 people

(91%), 9 people (9%) have only completed secondary education.



Figure 18 – Education of the participants, N=99

Education

Higher 91%

Secondary 9%

A wide variety of specializations studied can be observed. Most popular among respondents are in

order: economics or business or management (18 people), journalism (16), PR (16), international

relations or political science (15), marketing (14), Polish philology (13) and sociology (11). List of

specializations, which were most often studied by the participants of the survey, is presented in

Figure 3.

Figure 19 – Specializations studied by the participants, N=120

Specialization

economics, business or

management 15%

Public relations 13%

Journalism and social

communication 13%

International relations

or political science 13%

Marketing 12%

Polish philology 11%

Sociology 9%

Law 3%

Pedagogic 2%

History 2%

Philosophy 1%

Psychology 1%

Social inclusion 1%

Physics 1%

Mathematics 1%

Quantitative methods

and information

systems 1%

Tourism 1%

Physical education 1%

Other (not stated) 1%

Such a large number of disciplines studied (120), compared to the number of respondents (99) has its

own explanation. It happened often that a person declared the completion of two or more

specializations - poll did not make, however, the detailed distinctions between the levels of study,

because such a large amount of research data was not necessary for completing the research

objectives. Therefore, the result may derived from several phenomena: first - the spread of model

studies in the form of undergraduate and masters-up (the person often is studying two different

faculties), second - with the huge popularity of studying two faculties simultaneously, third - with the

popularity of postgraduate and doctoral studies (some people have indicated completingthis type of

studies or are in their course). Fourthly and finally - with the classification guidelines adopted for the



purposes of research - it stemmed from a desire to trace the relationship between the studied

discipline and approach to the measurement of PR, in analogy to the relationship between the

methodology of public relations and other related disciplines: sociology, psychology, communication

sciences, marketing and management. And so, marketing and management was also grouped into

both "marketing"and "management", while politics-related specializations, such as political science,

diplomacy and international relations were assigned to one and the same category.

The result shows in any case, that public relations are a relatively young business with little practical

theoretical output, and also as a relatively young industry, profession, are open profession.

Experience is what counts, completed course of study much less so. This is shown by the variety of

specializations completed by the respondents.

2.1.3 PR work experience

When considering respondents’ work experience in PR, it can be noted that 7 of them have worked

in the profession for less than a year. In subsequent intervals there is steadily growing number of

respondents: 1-2 years of work experience has 12 people, 3-4 years - 23 people, 5-6 years – 26

people. In next intervals the number of respondents is gradually decreasing, fluctuating between 3

and 7 people for the next intervals, including professional experience in PR longer than 7 years.

Such a distribution of professional experience among respondents - visible majority of people with

work experience less than 7 years - may result from several factors. Firstly, the development of the

practice of PR as a discipline - in the past few years, the number of companies, which have their

public relations departments and firms providing public relations services, has risen. And, secondly-

with the specificity of the InternetPR.pl mailing list, which was founded in 2003, when the current

holders of 5-6 years professional experience, were coming into the labor market and welcomed the

emergence of a new tool that facilitates discussion of industry with the greatest enthusiasm. It may

be related to more eager usage of the Internet tools by people with shorter work experience, which

are also usually younger (but this is an assumption, because respondents were not asked about their

age).

Figure 20 – PR work experience, N=99

0%

5%

10%

15%

20%

25%

30%

less

than

year

1-2

years

3-4

years

5-6

years

7-8

years

9-10

years

11-12

years

13-14

years

15 years

and

more



2.1.4 Work experience in PR and in other professions

The low barriers to entry in the PR business

experience in PR and in other professions

respondents (21%) reported that

Figure 21 – Work experience in PR and in other professions, N=99

Among other professions, which were

was the marketing profession (mentioned by

work at university, in education or

were advertising (7 people), management

people) and finance and banking

transport, non-governmental organizations

resources management, market research

Figure 22 – Experience in other professions, N=79

Profession

Marketing

Journalism

Education

Advertising

Management

Sales

Law and administration

Finance and banking

Other

2.1.5 Current employment situation

Most respondents - 68 (or 69%) are

of employment or different types of

business or heads a company, and

21% 4%


anna-miotk/

.1.4 Work experience in PR and in other professions

in the PR business are confirmed by the fact, that 75% of respondents have

professions, and 4% - only in other occupations. Just over

reported that they had worked so far only in public relations.

Work experience in PR and in other professions, N=99

which were most frequently mentioned by the participants of the survey,

mentioned by 24 people), then journalism (22 people

or training as a coach running (16 people). Less frequently

management (6 people), sales (6 people), law and administration

and finance and banking (3 people). The category “other” included single

governmental organizations, consulting, translation, European funds, human

resources management, market research and economic analysis.

Experience in other professions, N=79

25%

23%

17%

7%

6%

6%

5%

3%

8%

Current employment situation

are employed on the basis of various forms of contracts

of employment or different types of contract work), 27 people (27%) self-employed

, and 4 people (4%) declared they do not work.

75%

PR and other professions

PR only

Other professions


% of respondents have

Just over one fifth of

by the participants of the survey,

people), education -

s frequently pointed

administration (5

single indications for

, European funds, human

contracts (a contract

employed as single-person



Figure 23 – Current employment situation, N=99

Current employment situation

working (contract) 69%

self-employed 27%

not working 4%

2.2. Respondents’ workplace

Respondents who declared that they are employed or run their own business, were asked to provide

some additional information about their jobs. This part of the survey was answered by 95

respondents - so all the data in this section refer to this group of people.

2.2.1 Employment in the organization

As it comes from the replies, most people are employed in companies ranging in size from 1 to 6

people (here also single-person business are included) - as many as 24 respondents, followed by

companies employing between 7 and 12 people - 19 respondents. 11 respondents work in companies

employing from 25 to 49 persons and companies employing 150-199 people and companies

employing over 250 people. 7 respondents work in companies employing 13-24 people. The least

numerous groups of respondents work in companies with 100-149 people (2 people), and 150-199

people (1 person).

Figure 24 – Employment in the respondent’s organization, N=95

2.2.2 Type of organization

Another information, which was provided by the respondents, was the type of organization for which

they work for. 47 respondents (50%) works in PR, marketing or advertising agencies, 34 people (36%)

in enterprises, 6 respondents (6%) are employed at universities, 5 (5%) - at public institutions and 3

(3% ) in NGOs. Such a distribution of answers can explain why the companies, for which the

participants of the survey work, are rather small ones. Polish PR, marketing or advertising agencies in

most cases are small businesses employing no more than 50 people.

0%

5%

10%

15%

20%

25%

30%



Figure 25 – Type of organization, N=95

Type of organization

PR/marketing/advertising agency 50%

enterprise 36%

high school 6%

public institution 5%

non-governmental organization 3%

2.2.3 Respondent’s position in the organization

Most of the people who responded to the question about their position in the organization work as a

specialist (33 people, 35%) or a manager (32 people, 34%). 19 people (20%) belong to senior

management, while only 9 (9%) work as a director. The smallest group of respondents were interns -

2 persons (2%).

Figure 26 – Respondent’s position, N=95

Position

Specialist 35%

Manager 34%

President/member of the

management 20%

Director 10%

Intern 2%

2.2.4 Organization’s legal form

48% of respondents are employed at a company with limited liability. Another popular form is a legal

single-person business , reported by 22% of respondents. 11% of respondents are employed by state

entities - state-owned enterprises, administration and public schools. 10% of respondents work at

public limited companies, 6% at civilian companies, and 1% at associations or general partnerships or

limited joint-stock company.

Figure 27 - Organiztion’s legal form, N=95

Organization’s legal form

company with a limited liability 48%

one-man business 22%

state entities 11%

public limited company 10%

civilian company 6%

general partnership company 1%

limited joint-stock 1%

association 1%

2.2.5 Localization

Respondents could also specify the zip code of their organization. It was then used to identify the

province (in Poland called voivodeship), where the organization is located. 37 people (39%) did not

give the code organization, saying that they do not know it. For those who have given the code, it

was found that the largest number of respondents work at companies located in Masovian



Voivodeship - as many as 36 people

Voivodeship, 4 (4%) people - in Greater Poland V

Silesian, 2 people (2%) – in Lesser Poland

Masurian Voivodeship. Taking into consideration, that

respondents work, are PR, marketing or advertising agencies

countries, that public relations industry is concentrated

Poland it is Warsaw located in Masovian Voivodeship

weaker centers in other cities (Wroclaw,

Figure 28 – Localization of the organization, N=95

Voivodeship

Masovian

Lower Silesian

Greater Poland

Lodz

Pomeranian

Silesian

Lesser Poland

Subcarpathian

Warmian-Masurian

no data

2.2.6 Organization’s annual turnover

Respondents who gave an annual

company has an annual turnover

people were those from organizations, whose turnover amounted

intervals the number of respondents was successively declining:

turnover of PLN - 18 respondents

respondents. The last group of companies

employed as many as 14 respondents

to say") has been used by as many as 30

Figure 29 – Organization’s annual turnover, N=95

0%

5%

10%

15%

20%

25%

30%

35%

less than

1 mln

PLN

1-10 mln

PLN

11

mln PLN


anna-miotk/

people (38%). 5 (6%) are employed by companies in Lower Silesian

Greater Poland Voivodeship and 3 (3%) people - in

in Lesser Poland, 1 (1 %) - in Subcarpathian Voivodeship and Warmian

. Taking into consideration, that most of the companies, for which the

marketing or advertising agencies, it confirms the observation

that public relations industry is concentrated in one, usually the largest,

located in Masovian Voivodeship. At the same time there are

Wroclaw, Krakow, Lodz, Trojmiasto and the Silesian agglomerations

Localization of the organization, N=95

38%

5%

4%

3%

3%

3%

2%

1%

1%

39%

Organization’s annual turnover

an annual turnover of their organizations, in most cases declared

turnover of less than 1 million PLN (Polish zlotys). Another

organizations, whose turnover amounted to 1-10 million

intervals the number of respondents was successively declining: between 11 to 30

respondents, 31-50 million PLN – 5 respondents, and 51-100

companies, with annual turnover exceeding 100 million

as many as 14 respondents. The possibility of not answering the question (in form of

as many as 30 people.

Organization’s annual turnover, N=95

11-30

mln PLN

31-50

mln PLN

51-100

mln PLN

over 100

mln PLN

hard to

say


in Lower Silesian

in Lodz, Pomeranian,

in Subcarpathian Voivodeship and Warmian-

most of the companies, for which the

the observation from other

the largest, urban center - in

there are some, albeit

the Silesian agglomerations).

declared that their

Another large group of

million PLN. In following

11 to 30 an annual

100 PLN million - 3

million PLN,

possibility of not answering the question (in form of "hard



Conclusions

Research results confirm some assumptions about the Polish market of public relations, made by the

author. The assumption about the “mediocentric” nature of public relations has been confirmed

(91% of respondents used media relations as PR tool) and the associated dominance of content

analysis of media messages as the main research technique (70% of respondents think that is method

providing most accurate information).

The respondents do not have detailed knowledge of the methods and techniques for measuring PR.

It was visible in the pilot study, when it was found out that PR professionals who took part in it, did

not know most of the methods and techniques of research, proposed by the author in the initial

version of the reponse ready list of answers in the question about the methods and techniques.

Several people also recommended, to reduce the ready list of answers to the most popular methods.

The lack of knowledge of research methodology in PR is also indicated by the fact that the most

frequently mentioned obstacle to conducting the measurement of PR, was the "ignorance, how to

measure the effects of PR" (answer chosen by nearly 60% of respondents).

Individuals participating in this study could also not clearly assess the content analysis. Distribution of

answers to this question was very varied and the “other” category was chosen more often than in

other questions. There were also conflicting opinions: although 16% of respondents chose the ready

answer: "content analysis does not allow to find out, what the customers think about the company”,

one of the respondents in the category" other " replied: "content analysis allows both to check the

quality of press materials and to estimate the reaction of the target groups”. The latter is obviously

not compatible with methodological knowledge - one of the weaknesses of content analysis used in

PR measurement is the inability to estimate the response of the target groups.

Research results also show, that respondents do not know the standards of measuring the effects of

PR or at least – treat them quite freely. It is evidenced by the large percentage of respondents (up to

18%) who believe that the practice of giving the expected number of publications in the media by a

PR specialist is allowed (although the PSPR Code of Ethics prohibits this practice). At the same time,

results showed that respondents are aware of the necessity of planning in public relations and also

recognize the need for research at the various stages of PR on a broader scale, than ever before.

All of the trends above are consistent with the results of previous studies conducted

on foreign markets: the identification of media relations with public relations, media content analysis

as the primary method of research, lack of knowledge of research methodology but awareness of the

need for greater use of research in public relations (especially at the level of evalauation of PR

campaign/program).

Just as in foreign markets, in Poland simultaneous coexistence of several approaches to doing public

relations (models) can be observed, with the greatest emphasis on the two-way symmetrical model

(56% of respondents have identified with this model) and the gradual uptake of the model specified

by the author of the report as "relational" (this model as the most adequate, has been chosen by

19% of respondents). This is, however, not reflected in the broader use of research (or more frequent

use of particular methods). Although participants of the study definied their PR activity as

corresponding to two-way symmetrical or “relational”, they are still methodically in the model

of"press agentry/publicity”.

Research results did not show association between graduated specialization and knowledge on PR

measurement. Checking what percentage of graduates from specified specialization pointed out

"ignorance, how to measure the effects of PR" as an obstacle to the measurement, gave a startling

result. This response was chosen by as many as 82% of graduates in sociology (the specialization, in

which curriculum methodology of social sciences is one of the most important parts) and only 43% of

the graduates of public relations. The study also showed no relation between the specialization and

opinion about the various techniques for measuring PR. Graduates of business and marketing do not



think that the most accurate source of information are methods deriving from marketing or

management. Sociologists place their highest confidence in media content analysis, and are at least

two times less likely to suggest other methods (especially survey research) as it. PR graduates are

aware that a change in sales may be the effect of PR and usually indicate a need to analyze sales

data.

The assumption about linkage between negative image of Polish public relations and the lack of PR

development as a scientific discipline, has been not confirmed. The image of PR in Poland according

to the respondents is negative, but this is due to "lack of awareness in the society" (this answer was

chosen by 63% of people responding to this question). Only 12% of people claiming that PR image is

negative, see the absence of PR measurement as the cause, and over 7% - lack of education in the

industry what PR is and small achievements of PR as a scientific discipline.

This research is a part of Anna Miotk’s doctoral dissertation titled „Methods of PR evaluation and

measurement used in Poland”, which was defended on December, the 8th, 2010 at Faculty of

Journalism and Political Science, University of Warsaw. The Ph.D. supervisor: prof. UW Jerzy Olędzki,

Ph.D.

REFERENCES:

1. Grunig J. E., Hunt T., „Managing public relations“, Thomson-Wadsworth, Belmont, 1984

2. Watson T., Noble P., „Evaluating Public Relations: A Best Practice Guide to Public Relations

Planning, Research and Evaluation”, Kogan Page Publishers, London 2007

3. Philips D., „Towards relationship management. Public relations at the core of organizational

development”, lecture held at The Alan Rawel CIPR Academic Conference in 2005

4. Verčič D. (red.), „On the definition of public relations: a European view”, „Public Relations

Review” 27(2001)

THE AUTHOR OF THE REPORT – ANNA MIOTK, Ph.D.

Director of Business Development for NetSprint.pl Internet

Monitoring Department, is responsible for NewsPoint Internet

monitoring solutions and for preparation of media reports and

analyses. Six years of experience in public relations - has

worked for the renowned Polish and network PR agencies on

projects for clients from the IT, FMCG and healthcare industries.

Ph.D., in December 2010 at the Faculty of Journalism and

Political Science at University of Warsaw defended her doctoral

thesis "Methods of assessing and measuring the results of

public relations activities used in Poland”. Earlier M.A. in

sociology at University of Gdansk. Teaches at Postgraduate

Studies in Public Relations at Warsaw School of Social Sciences

and Humanities Department in Sopot, provide training

concerning Internet communication and research in public

relations. Her training skills are cerfitied by the House of Skills

Training School cerfiticate. Author of numerous publications in

industry media and a blog on research in PR in Polish. Contact:

[email protected]