| Abstract [eng] |
The development of information and communication technologies has implications of many kinds in the everyday work of public relations (PR) practitioners. Web sites, e-mail, intranets, Internet forums and blogs have changed the way organization communicates with it‘s publics. These technologies give a lot of opputrtunities for PR specialist while implementing interactive communication with target audiences. The use of new communication technologies has added to communication within an organisation and between organisations the dimension of dialogue of many-tomany (e.g. a large number of dialogues in a discussion group, chat room or blog. It is difficult to control all the sources in wich the message about the oeganization can appear. „Times“ named the person of the year 2006 everyone, who uses Internet. That‘s how the traditional media shows, how customers generated content of the Internet has changed it‘s role of „gateskeaper“. Message in a forum or blog often becomes a message in a newspaper or a TV. But survey carried by European Public Relations Education and Research Association showed, that such tool as blog is heavily used by PR professionals PR specialists don’t see the main advantage of this technology. Another problem in adapting interactive PR tools for everyday work is ability to measure its effectiveness. It is difficult to evaluate the use of PR tool. The subject of research is interactive public relations tools. The aim of this research is to analyze the main methods for interactive PR tools evaluation and to research, how these methods can be implemented in practice. The main tasks of this research are:  Define conception of interactive PR, determine characteristics ant types of interactive PR tools;  Analyse the methods for effectiveness evaluation of interactive PR tools;  Determine the practice availability to use these methods in evaluating PR. In first chapter author presents the types of interactive PR tools and how to use them in PR activity. Blogs and forums and newsgroups can be effectively used to communicate with audience or to track, what they are saying about organization. Second chapter analyses methods for measuring the effectivenes of interactive PR tools. Quantitative methods are: number of unique users, returning versus new readers, referring source statistics and rhe ratio of comments to posts. While collecting qualitative data other methods, such as online focus groups and monitoring of Internet content are used. In the last chapter results of research are presented. In this research author showed, how to use effective internet content monitoring to measure organizations PR activity. The main conclusions of this disertation are, that interactive PR is an activity, that improves dialogue within organization and it’s publics. Blogs are the most suitable tool for such task. Monitoring newsgroups and forums can help to monitore the messages spread between public members. Quantitative methods, such as attendance analysis or referals tracking are almost similar to those used by organization in everyday work, eg. outcome measurement. While measuring content of communiaction, qualitative methods (content analysis or e-focus groups) should be used. To evaluate the efficiency of corporate blog organization should choose the criteria, which determines the interactivity, eg. the ratio of blog comments to blog posts. |
