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May 29th, 2003 The Miami Papers
by Katie Delahaye Paine A review of “Applying Relationship Measurements to Measure the Effectiveness of the In-House Public Relations Function,” by Kimberly Amendola, University of South Florida. Part of the mission of The Measurement Standard is to continuously explore the leading edge of research and evaluation. Last March, we gained valuable insight into where the field is going at the Miami conference. Each month we bring you a synopsis of one of the papers presented at that conference, in hopes that it will inspire new ideas and best practices in the industry. Anything that says “relationship measurement” in the title was bound to catch my eye, so I was immediately intrigued by Ms. Amendola’s paper. But studying it was far more educational than I could have imagined. What Ms. Amendola had done was to apply Grunig and Hon’s relationship measurement theories to the Florida Fish and Wildlife Conservation Commission. Among the department’s 400 employees, the four PR practitioners were each assigned a group of responsibilities — e.g. fisheries, wildlife, endangered species, etc. Amendola’s research examined the relationships between the 4 PR practitioners and the respective departments for which they were responsible. The complete Grunig and Hon survey instrument, which measures agreement with a series of statement on a 9-point scale, was sent via email to all employees. With a 46% response rate, their was plenty of data to analyze. As it turned out, the department that had the most contact with its PR person—the one in charge of manatees—also had the best relationships. Among the vast majority of departments there was fairly general satisfaction with the PR practitioners, with not a lot of differences between sections. The big difference was with the group responsible for manatees. Since the subject of manatees in Florida is always a highly controversial one, the PR practitioners were spending a great deal of time with their in-house clients. And while other groups may have felt neglected at times as a result, the intense level of contact yielded very positive relationship scores. According to Amendola, the manatee group had the highest level of communal relationships as well as felt the highest level of commitment and trust in their PR practitioners. The co-workers in the manatee group had the most exposure to PR professionals, so they were able to more clearly see their value. (As I’ve always maintained: “To know us is to love us.” ) Now the
question is, how can the other groups improve their relationships or
at least demonstrate their value? They’ll just have to read The
Measurement Standard to find out.. |
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