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Essay / Research Paper Abstract
An 8 page paper that discusses the importance of measuring the effectiveness of communications and public relation programs. Included is a list of the different kinds of values associated with PR, the differences between the past and the present in terms of evaluating effectiveness, and guidelines for evaluating the economic value of the PR program, including a case study example. Bibliography lists 6 sources.
Page Count:
8 pages (~225 words per page)
File: MM12_PGnpecpr.rtf
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Unformatted sample text from the term paper:
exact opposite is true (Paine and Bender, 2001). Consider the fact that millions of individuals and groups contribute varying sums of money to nonprofit agencies and organizations every year (Paine
and Bender, 2001). If anything, they hold the nonprofit to higher standards than private investors in a private sector business (Paine and Bender, 2001). They want to know what value
their money is buying. The challenge nonprofits face is trying to evaluate and measure the economic value of their communication and public relations programs (Harrington, 2002; Khoury, 2002). Organizations
in both the private and nonprofit sectors face increasing demands for accountability (Khoury, 2002). It is not easy to measure the effects of communication and public relations programs but every
organization must have evaluation procedures to ensure they are getting their moneys worth with their programs (Khoury, 2002). Kelly suggests there are different kinds of value, Which include: * Fundamental
Value. This value has to do with the basic premise of or purpose of public relations, which is to improve the perception of potential donors. Since people act on their
perceptions, public relations programs should be persuading possible donors that this is a worthy organization (Kelly, 2001). * Strategic Value. The organization needs the strategic ability to change and/or
reinforce public perceptions and thus, behaviors of individuals and organizations that this is a worthy organization (Kelly, 2001). * Tactical Value. Tactics need to be tailored to reach specific audiences
to persuade these audiences to do what is needed. This requires distributing persuasive communication messages * Reputational Value. This goes back to the perception of the organization in peoples
minds. The organizations reputation is critical for donations and this reputation will be improved by effective public relation communication programs (Kelly, 2001). * Measurement Value. Changes in behavior can be
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