Research into the evaluation of PR activities in companies from Serbia

  • Milan Nikolic Dept. of Management, University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin
  • Katarina Zoric Dept. of Management, University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin
  • Edit Terek Dept. of Management, University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin
  • Dragana Glusac Dept. of Management, University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin
  • Dragan Cockalo Dept. of Management, University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin

Abstract

This paper presents the results of a research into the volume, type and quality of the evaluation of public relations activities in companies in Serbia. The survey was conducted via a web survey. The responses were collected from 50 PR service managers from 50 companies in Serbia. The results are presented through descriptive statistics and correlation analysis where some of the observed sizes of the connection were analyzed. The main conclusions can be summarized as follows: PR functions are often not assigned sufficient importance in companies in Serbia; the evaluation of PR activity is slightly neglected compared to other PR activities; intensive and continuous evaluation of the performances of PR activities increases the likelihood of the complete PR function of the company being successful; companies that are not so successful use evaluation less than successful companies; the evaluation of PR activities is mostly done through a method for measuring quantity; the main problems in the evaluation of PR activities are lack of time and money. The evaluation of PR activities in companies in Serbia can be improved through a greater understanding on the part of top managers, and also by hiring additional PR practitioners.

Published
2016-04-26
How to Cite
Nikolic, M., Zoric, K., Terek, E., Glusac, D., & Cockalo, D. (2016). Research into the evaluation of PR activities in companies from Serbia. Romanian Journal Of Communication And Public Relations, 16(2), 108-123. doi:10.21018/rjcpr.2014.2.184
Section
Articles

Keywords

Public Relations, evaluation of PR activities, the success of PR function, Serbia