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Application of a comprehensive auditing model in Public Relations to the municipal company 22@ of Barcelona City Council.
In keeping with the adage “you can’t control what you can’t measure”, the hypothesis that informs this research is the need to measure the performance of Public Relations in order to justify their existence.
Although it is true to say the fi eld of Public Relations has been studied and professionally pursued since 1987, the accumulated corpus of academic and professional experience has failed to show people how to rationalise or improve their performance in this matter. In response to this concern, the research conducted by Joan Cuenca posits a hypothetical model of comprehensive auditing in Public Relations based on an amalgamation of models already put forward for measuring the activity generated by Public Relations. In short, the aim of the research is to answer the following question: how can activities in Public Relations be justifi ed?
Document prepared by Corporate Excellence - Centre for Reputation Leadership, citing the doctoral thesis Analysis of the quality of relationships in the field of Public Relations by Joan Cuenca, Universitat Ramon Llull, Barcelona.
