กรอบการประเมินผลการปฏิบัติงานประชาสัมพันธ์ : ข้อเสนอเชิงแนวคิด

Abstract

This article aims at proposing conceptual frame for public relations performance evaluation in organization context. The evaluation conceptual frame is developed from literature reviewing of public relations theories and concerned researches, The organization evaluation concept, balanced scorecard, and system theory are also reviewed. The theories suggest 3 evaluation components and indicators of each component. 1) Internal Business Process Component consists of input  (man, performance appraisal, budget and equipment), planning (using appropriate data for public relations planning), process (implementation of significant work and its (output) and supporting process for public relations work (professional training). 2) Customer Component consists of individual effect from public relation work linked to organization benefit (awareness, knowledge. Attitude, image and desired behavior) 3) Learning and Growth Component consist of long term effect (control, trust, satisfaction, commitment, exchange relationship and communal relationship) and social impact of public relations work. This conceptual frame would be benefit for evaluation sheet designing. However, it should be tested before implementation by academic persons and public relations practitioners.