Public Relations Contribution to Company's Effectiveness

Abstract:

As calls for accountability for public relations spending increase, measuring the contribution of public relations to company performance is essential to business success. For many companies, public relations has limited impact on the company's overall performance. This article discusses the value of public relations, or more specifically the contribution of public relations to the overall performance of a company and the impact of public relations  on the performance of the company. This article consists of two parts:  theoretical description of the role of public relations on the overall results of the company and  empirical analysis based on the main data collected. Analysis of  data from a sample of Slovenian companies is used to answer research questions regarding the relationship between the two elements. This study confirms the positive relationship between independent variables in public relations and organizational performance.