Title: A qualitative study and a measurement and evaluation of public relations social media campaigns in Cyprus

Authors: Marcos Komodromos; Andreas Masouras; Nicholas Nicoli

Addresses: Department of Communications, School of Humanities and Social Sciences, University of Nicosia, 46 Makedonitissas Avenue, P.O. Box 24005, 1700 Nicosia, Cyprus ' Department of Economics and Business, School of Economics, Administration and Computer Science, Neapolis University Pafos, 2 Danais Avenue, Paphos, 8042, Cyprus ' Department of Communications, School of Humanities and Social Sciences, University of Nicosia, 46 Makedonitissas Avenue, P.O. Box 24005, 1700 Nicosia, Cyprus

Abstract: This qualitative study was conducted with the purposes of: a) understanding the objectives of public relations practitioners in Cyprus; b) identifying the manner public relation practitioners measure and evaluate the effectiveness of social media campaigns; and c) finding the factors that hinder effective measurement and evaluation of public relations social media campaigns. Data were collected from 86 public relations practitioners in Cyprus using a four-item open-ended interview protocol. It was identified that public relations practitioners in the country focus on creating mutual relationships with the public and planning communication to support the organisation's objectives. Public relations practitioners in Cyprus use benefit-cost ratio; cost-effectiveness analysis; and brand awareness, knowledge, and information-gathering surveys to measure and evaluate public relations social media campaigns. Effective evaluation and measurement are essential in public relations, but in Cyprus, the processes are hindered by a lack of: a) adequate budget allocation; b) consensus on the measurement and evaluation approaches; and c) tested theories or models.

Keywords: measurement; evaluation; public relations; social media campaigns; Cyprus; excellence theory; benefit-cost ratio; cost-effectiveness analysis; public relations metrics; qualitative study.

DOI: 10.1504/JGBA.2021.118752

Journal for Global Business Advancement, 2021 Vol.14 No.4, pp.479 - 499

Received: 25 Apr 2021
Accepted: 04 May 2021
Published online: 04 Nov 2021 *

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