The Effectiveness of the Public Relations Program : A Case Study of Company X

Abstract

This study undertook an evaluation of the public relations program of Company X. It assessed the effectiveness of their program using the realization of their objectives as the basis for such evaluation. The objectives of this research were: 1.) To determine the level of awareness of the public relations program among the employees of Company X; 2.) To determine what communication tools were used in the execution of the PR Program; 3.) To determine what communication strategies were used in the execution of the PR Program; 4.)To determine the extent in which the objectives of the PR Program were realized. In order to attain the objectives of the study, the researcher utilized the descriptive research design specifically, the case study method. This approach required a careful and thorough examination of various documents from the company, continuous unobtrustive observation on the various departments, more intensively on the Corporate Communications Department of Company X and its various public relations activities, extensive library research and in-depth interviews. The following conclusions were drawn based on the findings of the study : 1.) There was a low level of awareness regarding the objectives of the public relations program with 78%of the employees not aware of the objectives of the public relations program; 2.) The tools used by Company X for the internal publics were the company bulletin board, memoranda and announcements through the P2P. Press releases, stock holder’s meeting and media interviews were used for the external publics; 3.) Company X used a reactive approach to issues that beset their company instead of the proactive approach indicated in the PR Program.; and lastly the objectives were only 41% realized since only 7 of the 17 tactics supporting the strategies and objectives of the PR program of company X were accomplished.