Social and Behavioral Sciences Commons^™

Local Government-Citizen Relationships: Using The Coorientation Approach To Analyze Relationship Effectivness, Melissa Wooten Graham

Doctoral Dissertations

One of the current debates in public relations scholarship surrounds how to evaluate and measure the effectiveness of public relations practitioners and programs and the value they add to an organization. Known as the ROI, or return on investment, in public relations, this concept is often hard to define. However, as management demands become stronger for more accountability from public relations departments, the need to effectively address this concern continues to grow. Previous research has shown that a strong indicator of the effectiveness of public relations is the relationship that exists between an organization and its publics.

This study details …