ตัวบ่งชี้สำหรับการประเมินผลการปฏิบัติงานประชาสัมพันธ์ในประเทศไทย / พนม คลี่ฉายา =Indicators for public relations performance evaluation in Thailand / Phnom Kleechaya
This research utilizes the qualitative approach in order to find and to explain the indicators for public relations performance evaluation. The public relations managers of the 80 leading organizations were selected for in-depth interviews according to 21 different types of organizational transaction. The conclusion suggests that the public relations performance evaluation should be considered in 5 dimensions as follows: The first dimension is significant public relations work in support of organizational success. Work varies in volume and type according to the needs of different organizational transactions. The second dimension is efficiency of public relations practice. Success is indicated in 3 ways; quantity and quality of work, cost efficiency and reaching one’s objective. The third dimension is affective of target group. Success is indicated in 5 ways; perception, understanding, image, credibility and satisfaction. The fourth dimension is behavior of target group. Success is indicated in 2 ways; the relations between the organization and the target group and the behavior of the target group as desired on the part of the organization. The fifth dimension is about how the organization benefits. Success is indicated in 3 ways; organizational performance, sales volume and smoothness of operation. In conclusion, public relations practitioners can evaluate their performance through careful observation, quantitative measurement and analysis.