Defining Success: The PR Measurement Maze

Abstract: This study addresses how a lack of shared understanding of how PR contributes to organisational success creates a challenge in demonstrating the value of PR activities. The challenge lies in legitimising PR work, as its value is often viewed as difficult to measure and evaluate. To explore this issue, the study adopts a social constructionist approach and conducts qualitative interviews with PR practitioners. Specifically, it focuses on PR consultants in Swedish PR agencies who work with external clients. Through thematic analysis of the interview data, the study aims to understand how current measurement and evaluation practices impact the ability of PR consultants to legitimise and effectively carry out their work. The findings highlight the importance of gaining a better understanding of the value of PR. The analysis reveals that the PR profession struggles to demonstrate its value due to prevailing management logic. Sustainable legitimacy can be achieved by integrating a communication logic and fostering collaborative relationships with clients. Furthermore, the study emphasises the significance of balancing quantitative and qualitative values in the measurement and evaluation practice of PR for successful outcomes.