Key Performance Indicators (KPI) in Public Relations: an Institutional Approach

For citation: DruzhininA.M., SadovskyI.N. (2017) Klyuchevye pokazateli effektivnosti (KPI) v svyazyakh s obshchestvennost'yu: institutsional'nyy podkhod [Key Performance Indicators (KPI) in Public Relations: an Institutional Approach]. Mediaskop 4. (in Russian). Available at: http://www.mediascope.ru/2394

© Andrey M. Druzhinin
PhD in philosophy, senior researcher at the research sector "Media Industry Academy" (Moscow, Russia), www-222@yandex.ru

© Ilya N. Sadovskiy
The General Producer of BIG MEDIA CORP (Moscow, Russia), is@bigmediacorp.ru

Abstract

The objects of research are PR-communications in the context of methods for evaluating their results. The article considers various approaches to the development of key performance indicators (KPI) in public relations. The criteria for assessing the effectiveness of communication strategies and projects have been analyzed. Despite the wide application of the concept of KPI in practical activities, there are currently no unified approaches for the formation of a list of criteria and especially formalized procedures for calculating this indicator. The authors use the methodologies of critical analysis of modern communication practices. This methodology reveals system failures of various strategies, basic conceptual bases, and the structure of representations about tools, channels of interaction with the audience, the customer of PR communications, and the subjects of execution of the order. It is demonstrated that such failures can be fixed with the help of various sociological instruments: questionnaires, unstructured and structured included observations. Key performance indicators (KPI) in public relations in the article are presented as a factor regulating the interaction of various institutionalized entities and communities: customers, PR specialists, target audiences, economic sectors and state authorities. Priority of quality methods for assessing the effectiveness of PR communications was justified. The need to study the worldview characteristics of potential recipients has been proved, because in some cases, PR communications can cause unplanned (and sometimes even contrary to the expectations) reaction of the target audience.

Keywords: performance indicators, PR, communication, management, advertising.

Notes

Advertising Value Equivalent (AVE). Available at: http://s-graph.ru/Glossary/65/

Ded Moroz v reklame «Moskovskogo kreditnogo banka» prouchil zhenshchinu pokhishcheniem za nevnimatel'nost' k docheri [In the Advertisement of "Credit Bank of Moscow" Father Frost taught woman a lesson by kidnapping her daughter as a punishment for maternal inattention]. 2016, December 14. Available at: https://vc.ru/p/mkb-new-year etc.

Materi-odinochki v shoke: novogodniy rolik udaril po bol'nomu [Single Mothers Shocked: New Year Public Service Announcement Hit Where It Hurt]. 2016, December 15. Available at: http://www.pravmir.ru/novogodnii-rolik-udaril-po-bolnomu/

Seksizm i nasilie? Pochemu novogodniy sotsial'nyy rolik privel k skandalu [Sexism and Violence? Why Did New Year Public Service Announcement Lead to Scandal]. 2016, December 18. Available at: http://www.liveinternet.ru/community/5493326/post404587619/

Tseplik E., Sadovskiy I., Gurov F. et al. (2008) PR-rynok ot «Sokur i partnery»: pravda li? [PR Market from "Sokur and Partners": Is It True?]. Sovetnik 7: 18−20.

V labirintakh KPI [In the Labyrinths of KPI]. Novosti SMI, 2017, January 3, no. 452, pp. 42−45.

References

Agafonova M.S., Polovinkin I.S., Baskakova V.V. (2016) Modernizatsii predpriyatiy promyshlennogo sektora i perspektivy innnovatsionno-investitsionnogo razvitiya [Modernization of Enterprises in the Industrial Sector and Prospects for Innovation-investment Development]. Kontsept, vol. 2, pp. 451–455. (in Russian). Available at: Режим доступа: http://e-koncept.ru/2016/46108.htm

Akhmedov A.E., Shatalov M.A. (2015) Informatsiya v sisteme prinyatiya optimal'nykh upravlencheskikh resheniy [Information in the System of Making Optimal Management Decisions]. In:

Innovatsionnye podkhody k resheniyu sotsial'no-ekonomicheskikh, pravovykh i pedagogicheskikh problem v usloviyakh razvitiya sovremennogo obshchestva. Materialy I mezhdunarodnoy nauchno-prakticheskoy konferentsii [Innovative Approaches to Solving Socio-Economic, Legal and Pedagogical Problems in Terms of Modern Society Development. Proceedings of the 1st International Scientific-Practical Conference], pp. 202−205.

Bun'kovskiy D.V. (2016) Upravlenie i kontrol' stoimosti investitsionnogo proekta [Management and Control of the Cost of the Investment Project]. Aktual'nye problemy prava, ekonomiki i upravleniya 12: 14−19.

Harlamova I.Yu. (2017) Formirovanie i razvitie imidzha organizatsii [Formation and Development of the Organization's Image]. Voprosy ekonomiki i upravleniya 1(8): 57−60.

Kazakova N.E. (2016) K voprosu formirovaniya sistemy nepreryvnogo poliprofessional'nogo obrazovaniya [Towards the Formation of a System of Continuous Polyprofessional Education]. In: Sbornik trudov po problemam dopolnitel'nogo professional'nogo obrazovaniya [Collection of Works on the Issues of Additional Professional Education], no. 29, pp. 243−250.

Mychka S.Yu., Shatalov M.A. (2016) Problemy formirovaniya informatsionnoy ekonomiki na sovremennom etape [Problems of the Formation of the Information Economy at the Present Stage]. In: Trudy IX Mezhdunarodnoy zimney shkoly po institutsional'noy ekonomike. Doklady sektsionnykh zasedaniy IX Mezhdunarodnoy zimney shkoly po institutsional'noy ekonomike [Proceedings of the 9th International Winter School on Institutional Economics. Reports from breakout sessions of the 9th International Winter School on Institutional Economics], pp. 99−103.

Sadovskiy I.N., Tikhomirova A.L. (2015) Osobennosti svyazey s obshchestvennost'yu stroitel'noy organizatsii v usloviyakh konflikta [Peculiarities of Public Relations of a Construction Organization in Conflict Conditions]. Vek kachestva 3: 101−113.

Shatalov M.A., Mychka S.Yu. (2016) Korporativnaya sotsial'naya otvetstvennost' (KSO) kak instrument povysheniya konkurentosposobnosti predpriyatiya [Corporate Social Responsibility (CSR) as a Tool to Increase Enterprise Competitiveness]. In: Obespechenie vysokogo kachestva zhizni naseleniya na osnove ustoychivogo ekonomicheskogo rosta. Sbornik materialov nauchno-prakticheskoy konferentsii v ramkakh XII Mezhdunarodnogo severnogo sotsial'no-ekologicheskogo kongressa [Providing a high quality of life on the basis of sustainable economic growth. Proceedings of the International Scientific-Practical Conference within the venue of the 12th International Northern Environmental and Social Congress], pp. 183−187.

Sorina G.V., Kostikova A.A. (2016) Teoriya i praktika svyazey s obshchestvennost'yu: filosofsko-metodologicheskiy podkhod [Theory and Practice of Public Relations: Philosophical Approach]. Vestnik Moskovskogo universiteta. Seriya 7: Filosofiya 4: 65−76.

Voynov D.A. (2016) Politicheskie internet-kommunikatsii: samoupravlenie VS kontrolya [Political Internet Communications: Self-government VS Control]. Vek kachestva 1: 48−57.

Voynov D.A. (2014) Printsipy deliberativnoy demokratii i rossiyskaya politicheskaya praktika [Principles of Deliberative Democracy and Russian Political Practice]. In: Aktual'nye problemy sovremennogo gumanitarnogo znaniya: teoriya, metodologiya, praktika. Materialy mezhregional'noy nauchno-prakticheskoy konferentsii [Current Issues of Modern Humanitarian Knowledge: Theory, Methodology, Practice. Proceedings of Interregional International Scientific-Practical Conference], pp. 84−97.