A balanced scorecard approach to public relations management assessment

被引：19

作者：

Fleisher, CS

Mahaffy, D

机构：

来源：

PUBLIC RELATIONS REVIEW | 1997年 / 23卷 / 02期

关键词：

D O I：

10.1016/S0363-8111(97)90020-5

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This article describes a new managerial approach to assessing Public Relations/Communications (PR/C) performance using a balanced scorecard. The balanced scorecard requires PR/C executives to develop a set of audience/client/stakeholder, financial, improvement, and operational/process performance measures that reflect progress against a plan. More than just a measurement system, the approach is being used in a number of progressively managed organizations to clarify, communicate and manage PR/C strategy. The article reviews the current state of PR/C management assessment, illustrates the balanced scorecard framework, highlights the framework's strengths and weaknesses, describes the process of applying the scorecard to PR/C units, and provides sample applications for use in assessing, measuring and managing organizational PR/communications.

引用

页码：117 / 142

页数：26

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