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Effective Resource Allocation in PR and IR – Linking the Output and Impact of Corporate Communications

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Conference Proceedings Trends in Business Communication 2016

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Abstract

Corporate communications have become a strategic factor that differentiates companies from their competitors. Studies confirm the positive impact of a well designed communication strategy on the corporate financial performance. Consequently, public relations and investor relations should be considered as an endogenous management process with performance measurement as its core aspect. While we observe a wide range of metrics applied in communications, most of them do not measure the contribution of PR and IR to the company success nor do they link the input with the impact of PR and IR activities. However, a concept linking these two perspectives is considered a crucial point in communications management enabling an effective resource allocation. This paper provides a measurement concept applicable in PR and IR which is based on the findings of prior research, theoretical approaches, and international measurement guidelines. As a result of a focus group discussion, it presents insights into the PR and IR measurement practice in Austrian companies exploring the status quo. Furthermore, the paper contributes to the literature by suggesting a communications-SWOT-matrix as a new analytical tool which combines the input and impact perspective, and thus helps assess the effectiveness of PR and IR measures. Adding a third perspective, the matrix encounters also the requirement to take the great heterogeneity of stakeholder into consideration.

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Authors and Affiliations

  1. Department Medien & Wirtschaft, UAS St. Pölten (Fachhochschule St. Pölten), Matthias Corvinus-Straße 15, 3100, St. Pölten, Österreich

    FH.Prof. Mag. Monika Kovarova-Simecek

Authors
  1. FH.Prof. Mag. Monika Kovarova-Simecek
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Correspondence to Monika Kovarova-Simecek .

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Editors and Affiliations

  1. Professor for Management, University of Arts and Applied Sciences , Freiburg, Germany

    Timo Becker

  2. Marketing und Kommunikationsmanagement, Kufstein University of Applied Sciences , Kufstein, Austria

    Peter Schneckenleitner

  3. Marketing und Kommunikationsmanagement, Kufstein University of Applied Sciences , Kufstein, Austria

    Wolfgang Reitberger

  4. Marketing und Kommunikationsmanagement, Kufstein University of Applied Sciences , Kufstein, Austria

    Alexandra Brunner-Sperdin

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Kovarova-Simecek, M. (2017). Effective Resource Allocation in PR and IR – Linking the Output and Impact of Corporate Communications. In: Becker, T., Schneckenleitner, P., Reitberger, W., Brunner-Sperdin, A. (eds) Conference Proceedings Trends in Business Communication 2016. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-17254-1_4

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