Summary. This article presents the results of comprehensive research on image in the
internal and external environments of an organization. During the research, the method of
measuring the effect of public relations activities, i.e. the image objectives matrix, was also
verified. The above tool is used to determine the image position of an economic entity, and
to identify possible problems the entity must address in the range of its internal and external
communications. The main conclusion is: The research project, completed in three phases
(external, internal, image assessment), enabled us to optimize the dedicated tools for subsequent image studies, making it easy to see the changes closely, taking into account their
direction. ZETO’s management board has received extensive material that, if appropriately
used, will have a direct impact on showing the direction in which the company should be headed in the coming years. The opinions of institutional clients and employees will help to
determine the strategy for future activities.
Discuss the complexity of problem definition and the importance of a.pdfaroramobiles1
Discuss the complexity of problem definition and the importance of accurate data to successfully
apply quantitaive analysis in management.
Solution
The quantitative methods contain two component parts, the quantitative and method, with
asymmetrical attention to the quantitative term.
Speaking about method, interest is focused upon the so- called Scientific Method. Science is the
mastering of things of the real world, by knowledge about the truth. The term method drives to
dialogue on methodology in science which is clouded, as the phrase scientific method is used in
two different ways. The one is very general, as a process of improving understanding. Although
vague, it is considered as a powerful definition, since it leaves room for criticizing dogmatic
clinging to beliefs and prejudices, or appreciating careful and systematic reasoning about
empirical evidence. The other is the traditional sense, and supports that there is a unique standard
method, which is central to identity of the science. In effect, scientific progress requires many
methods, so there is not a unique standard method, though taught as a straightforward testing
hypotheses derived from theories in order to test those theories. The more acceptable definition
of scientific method is a process by which scientists, collectively and over time, endeavour to
construct an accurate (that is reliable, consistent and non-arbitrary) representation of the real
world. The popular hypothetic-deductive standard method is excluding consideration of the
process of discovery in science. Rather, research is defined as a penetrating process of learning
and understanding the substance of actual things and facts, by use of different methods. The
research process incorporates formulation of a research issue and construction of a conceptual
framework, by using all available information sources.
The quantitative methods have a number of attributes, such as: they employ measurable data to
reach comparable and useful results, assume alternative plans for achieving objectives, plan data,
concerning observations collection, configuration and elaboration by statistical and econometric
stochastic methods, check data reliability, choose appropriate sampling method, use carefully the
estimates of the parameters for forecasting and planning purposes, etc. since they derive from ex-
post data concerning past.
In an increasingly complex business environment managers have to grapple with a problems and
issues which range from the relatively trivial to the strategic. In such an environment the
quantitative techniques have an important role. It is obvious that life for any manager in any
organization is becoming increasingly difficult and complex. Although there are many factors
contributing to this, figure 1 illustrates some of the major pressures making decision making
increasingly problematic. Organizations find them selves operating in an increasingly complex
environment. Changes in government policy, privatiz.
ow-a-days data volumes are growing rapidly in several domains. Many factors have contributed to this growth, including inter alia proliferation of observational devices, miniaturization of various sensors ,improved logging and tracking of systems, and improvements in the quality and capacity of both disk storage and networks .Analyzing such data provides insights that can be used to guide decision making. To be effective, analysis must be timely and cope with data scales. The scale of the data and the rates at which they arrive make manual inspection infeasible. As an educational management tool, predictive analytics can help and improve the quality of education by letting decision makers address critical issues such as enrollment management and curriculum Development. This paper presents an analytical study of this approach’s prospects for education planning. The goals of predictive analytics are to produce relevant information, actionable insight, better outcomes, and smarter decisions, and to predict future events by analyzing the volume, veracity, velocity, variety, value of large amounts of data and interactive exploration.
PAD3711 Chapter 3 due May 22Part 1- essay assignment APA format.docxhoney690131
PAD3711 Chapter 3 due May 22
Part 1- essay assignment APA format
After reading Chapters 3 in the textbook prepare a 200 word response to the conclusion of Chapter 3 which states “Failure to become engaged and knowledgeable about internal politics can undermine the efficacy of information managers. ‘There’ are cases where managers with good technical skills lost their jobs due to their failure to master organizational politics. Information managers need to negotiate, bargain, dicker, and haggle with other departments. They may need to form coalitions and engage in logrolling in order to achieve their goals. A good manager needs good political skills to be effective.”Place the essay questions along with your answers on 1 page word doc
Part 2-Research Assignment APA format
Research Assignment: Using the article you used in week one- recognizes and analyzes applications of information technology in the public sector as it applies to the core public safety disciplines (law enforcement, fire services, EMS). For this article prepare a summary paper as follows:
Page One Article Title: List the article publication information using APA style for reference list citations, “e.g. Smith, N (2005). Information technology in the public sector. Technology and Public Administration Journal, 12(3), 125-136.”
Page Two Evaluation (must be at least 100 words): Using the article you summarized for Week One, critique the article's thesis (or hypotheses), methodology, evidence, logic, and conclusions from your perspective on the problem. Be constructively critical, suggesting how the research could be better or more useful. Be sure to cite other scholarly articles, by way of comparison and contrast, in support of your critique
The article I used in week one is attached along with the research paper that was turned in
here is the citation
Henderson, J. C., & Schilling, D. A. (1985). Design and Implementation of Decision Support Systems in the Public Sector. MIS Quarterly, 9(2), 157–169. https://doi-org.db07.linccweb.org/10.2307/249116
Professor puts all assignments in Turnitin
Both assignments must meet this grading criteria:
· This criterion is linked to a Learning OutcomeRESPONSIVENESS (Did the student respond adequately to the paper or writing assignment?)
· Responds to assigned or selected topic; Goes beyond what is required in some meaningful way (e.g., ideas contribute a new dimension to what we know about the topic, unearths something unanticipated); Is substantive and evidence-based; Demonstrates that the student has read, viewed, and considered the Learning Resources in the course and that the assignment answer/paper topic connects in a meaningful way to the course content; and Is submitted by the due date.
· This criterion is linked to a Learning OutcomeCONTENT KNOWLEDGE (Does the content in the paper or writing assignment demonstrate an understanding of the important knowledge the paper/assignment is intended to demonstrate?)
· In-depth understandi.
PAD3711 Chapter 3 due May 22Part 1- essay assignment APA format.docxaman341480
PAD3711 Chapter 3 due May 22
Part 1- essay assignment APA format
After reading Chapters 3 in the textbook prepare a 200 word response to the conclusion of Chapter 3 which states “Failure to become engaged and knowledgeable about internal politics can undermine the efficacy of information managers. ‘There’ are cases where managers with good technical skills lost their jobs due to their failure to master organizational politics. Information managers need to negotiate, bargain, dicker, and haggle with other departments. They may need to form coalitions and engage in logrolling in order to achieve their goals. A good manager needs good political skills to be effective.”Place the essay questions along with your answers on 1 page word doc
Part 2-Research Assignment APA format
Research Assignment: Using the article you used in week one- recognizes and analyzes applications of information technology in the public sector as it applies to the core public safety disciplines (law enforcement, fire services, EMS). For this article prepare a summary paper as follows:
Page One Article Title: List the article publication information using APA style for reference list citations, “e.g. Smith, N (2005). Information technology in the public sector. Technology and Public Administration Journal, 12(3), 125-136.”
Page Two Evaluation (must be at least 100 words): Using the article you summarized for Week One, critique the article's thesis (or hypotheses), methodology, evidence, logic, and conclusions from your perspective on the problem. Be constructively critical, suggesting how the research could be better or more useful. Be sure to cite other scholarly articles, by way of comparison and contrast, in support of your critique
The article I used in week one is attached along with the research paper that was turned in
here is the citation
Henderson, J. C., & Schilling, D. A. (1985). Design and Implementation of Decision Support Systems in the Public Sector. MIS Quarterly, 9(2), 157–169. https://doi-org.db07.linccweb.org/10.2307/249116
Professor puts all assignments in Turnitin
Both assignments must meet this grading criteria:
· This criterion is linked to a Learning OutcomeRESPONSIVENESS (Did the student respond adequately to the paper or writing assignment?)
· Responds to assigned or selected topic; Goes beyond what is required in some meaningful way (e.g., ideas contribute a new dimension to what we know about the topic, unearths something unanticipated); Is substantive and evidence-based; Demonstrates that the student has read, viewed, and considered the Learning Resources in the course and that the assignment answer/paper topic connects in a meaningful way to the course content; and Is submitted by the due date.
· This criterion is linked to a Learning OutcomeCONTENT KNOWLEDGE (Does the content in the paper or writing assignment demonstrate an understanding of the important knowledge the paper/assignment is intended to demonstrate?)
· In-depth understandi.
Approaches to monitoring, evaluation and learning (MEL) are undergoing a data revolution. Yet with greater com-plexity, there is a need for selecting indicators strategically to heighten data validity and ensure indicators reflect strategic aims. The paper therefore sets out criteria for making strategic selections of indicators.
Using Machine Learning embedded in Organizational Responsibility Model, added to the ten characteristics of the CIO Master and the twelve competencies of the workforce can help lead the Digital Transformation of the traditional public organizations to the Exponential.
Discuss the complexity of problem definition and the importance of a.pdfaroramobiles1
Discuss the complexity of problem definition and the importance of accurate data to successfully
apply quantitaive analysis in management.
Solution
The quantitative methods contain two component parts, the quantitative and method, with
asymmetrical attention to the quantitative term.
Speaking about method, interest is focused upon the so- called Scientific Method. Science is the
mastering of things of the real world, by knowledge about the truth. The term method drives to
dialogue on methodology in science which is clouded, as the phrase scientific method is used in
two different ways. The one is very general, as a process of improving understanding. Although
vague, it is considered as a powerful definition, since it leaves room for criticizing dogmatic
clinging to beliefs and prejudices, or appreciating careful and systematic reasoning about
empirical evidence. The other is the traditional sense, and supports that there is a unique standard
method, which is central to identity of the science. In effect, scientific progress requires many
methods, so there is not a unique standard method, though taught as a straightforward testing
hypotheses derived from theories in order to test those theories. The more acceptable definition
of scientific method is a process by which scientists, collectively and over time, endeavour to
construct an accurate (that is reliable, consistent and non-arbitrary) representation of the real
world. The popular hypothetic-deductive standard method is excluding consideration of the
process of discovery in science. Rather, research is defined as a penetrating process of learning
and understanding the substance of actual things and facts, by use of different methods. The
research process incorporates formulation of a research issue and construction of a conceptual
framework, by using all available information sources.
The quantitative methods have a number of attributes, such as: they employ measurable data to
reach comparable and useful results, assume alternative plans for achieving objectives, plan data,
concerning observations collection, configuration and elaboration by statistical and econometric
stochastic methods, check data reliability, choose appropriate sampling method, use carefully the
estimates of the parameters for forecasting and planning purposes, etc. since they derive from ex-
post data concerning past.
In an increasingly complex business environment managers have to grapple with a problems and
issues which range from the relatively trivial to the strategic. In such an environment the
quantitative techniques have an important role. It is obvious that life for any manager in any
organization is becoming increasingly difficult and complex. Although there are many factors
contributing to this, figure 1 illustrates some of the major pressures making decision making
increasingly problematic. Organizations find them selves operating in an increasingly complex
environment. Changes in government policy, privatiz.
ow-a-days data volumes are growing rapidly in several domains. Many factors have contributed to this growth, including inter alia proliferation of observational devices, miniaturization of various sensors ,improved logging and tracking of systems, and improvements in the quality and capacity of both disk storage and networks .Analyzing such data provides insights that can be used to guide decision making. To be effective, analysis must be timely and cope with data scales. The scale of the data and the rates at which they arrive make manual inspection infeasible. As an educational management tool, predictive analytics can help and improve the quality of education by letting decision makers address critical issues such as enrollment management and curriculum Development. This paper presents an analytical study of this approach’s prospects for education planning. The goals of predictive analytics are to produce relevant information, actionable insight, better outcomes, and smarter decisions, and to predict future events by analyzing the volume, veracity, velocity, variety, value of large amounts of data and interactive exploration.
PAD3711 Chapter 3 due May 22Part 1- essay assignment APA format.docxhoney690131
PAD3711 Chapter 3 due May 22
Part 1- essay assignment APA format
After reading Chapters 3 in the textbook prepare a 200 word response to the conclusion of Chapter 3 which states “Failure to become engaged and knowledgeable about internal politics can undermine the efficacy of information managers. ‘There’ are cases where managers with good technical skills lost their jobs due to their failure to master organizational politics. Information managers need to negotiate, bargain, dicker, and haggle with other departments. They may need to form coalitions and engage in logrolling in order to achieve their goals. A good manager needs good political skills to be effective.”Place the essay questions along with your answers on 1 page word doc
Part 2-Research Assignment APA format
Research Assignment: Using the article you used in week one- recognizes and analyzes applications of information technology in the public sector as it applies to the core public safety disciplines (law enforcement, fire services, EMS). For this article prepare a summary paper as follows:
Page One Article Title: List the article publication information using APA style for reference list citations, “e.g. Smith, N (2005). Information technology in the public sector. Technology and Public Administration Journal, 12(3), 125-136.”
Page Two Evaluation (must be at least 100 words): Using the article you summarized for Week One, critique the article's thesis (or hypotheses), methodology, evidence, logic, and conclusions from your perspective on the problem. Be constructively critical, suggesting how the research could be better or more useful. Be sure to cite other scholarly articles, by way of comparison and contrast, in support of your critique
The article I used in week one is attached along with the research paper that was turned in
here is the citation
Henderson, J. C., & Schilling, D. A. (1985). Design and Implementation of Decision Support Systems in the Public Sector. MIS Quarterly, 9(2), 157–169. https://doi-org.db07.linccweb.org/10.2307/249116
Professor puts all assignments in Turnitin
Both assignments must meet this grading criteria:
· This criterion is linked to a Learning OutcomeRESPONSIVENESS (Did the student respond adequately to the paper or writing assignment?)
· Responds to assigned or selected topic; Goes beyond what is required in some meaningful way (e.g., ideas contribute a new dimension to what we know about the topic, unearths something unanticipated); Is substantive and evidence-based; Demonstrates that the student has read, viewed, and considered the Learning Resources in the course and that the assignment answer/paper topic connects in a meaningful way to the course content; and Is submitted by the due date.
· This criterion is linked to a Learning OutcomeCONTENT KNOWLEDGE (Does the content in the paper or writing assignment demonstrate an understanding of the important knowledge the paper/assignment is intended to demonstrate?)
· In-depth understandi.
PAD3711 Chapter 3 due May 22Part 1- essay assignment APA format.docxaman341480
PAD3711 Chapter 3 due May 22
Part 1- essay assignment APA format
After reading Chapters 3 in the textbook prepare a 200 word response to the conclusion of Chapter 3 which states “Failure to become engaged and knowledgeable about internal politics can undermine the efficacy of information managers. ‘There’ are cases where managers with good technical skills lost their jobs due to their failure to master organizational politics. Information managers need to negotiate, bargain, dicker, and haggle with other departments. They may need to form coalitions and engage in logrolling in order to achieve their goals. A good manager needs good political skills to be effective.”Place the essay questions along with your answers on 1 page word doc
Part 2-Research Assignment APA format
Research Assignment: Using the article you used in week one- recognizes and analyzes applications of information technology in the public sector as it applies to the core public safety disciplines (law enforcement, fire services, EMS). For this article prepare a summary paper as follows:
Page One Article Title: List the article publication information using APA style for reference list citations, “e.g. Smith, N (2005). Information technology in the public sector. Technology and Public Administration Journal, 12(3), 125-136.”
Page Two Evaluation (must be at least 100 words): Using the article you summarized for Week One, critique the article's thesis (or hypotheses), methodology, evidence, logic, and conclusions from your perspective on the problem. Be constructively critical, suggesting how the research could be better or more useful. Be sure to cite other scholarly articles, by way of comparison and contrast, in support of your critique
The article I used in week one is attached along with the research paper that was turned in
here is the citation
Henderson, J. C., & Schilling, D. A. (1985). Design and Implementation of Decision Support Systems in the Public Sector. MIS Quarterly, 9(2), 157–169. https://doi-org.db07.linccweb.org/10.2307/249116
Professor puts all assignments in Turnitin
Both assignments must meet this grading criteria:
· This criterion is linked to a Learning OutcomeRESPONSIVENESS (Did the student respond adequately to the paper or writing assignment?)
· Responds to assigned or selected topic; Goes beyond what is required in some meaningful way (e.g., ideas contribute a new dimension to what we know about the topic, unearths something unanticipated); Is substantive and evidence-based; Demonstrates that the student has read, viewed, and considered the Learning Resources in the course and that the assignment answer/paper topic connects in a meaningful way to the course content; and Is submitted by the due date.
· This criterion is linked to a Learning OutcomeCONTENT KNOWLEDGE (Does the content in the paper or writing assignment demonstrate an understanding of the important knowledge the paper/assignment is intended to demonstrate?)
· In-depth understandi.
Approaches to monitoring, evaluation and learning (MEL) are undergoing a data revolution. Yet with greater com-plexity, there is a need for selecting indicators strategically to heighten data validity and ensure indicators reflect strategic aims. The paper therefore sets out criteria for making strategic selections of indicators.
Using Machine Learning embedded in Organizational Responsibility Model, added to the ten characteristics of the CIO Master and the twelve competencies of the workforce can help lead the Digital Transformation of the traditional public organizations to the Exponential.
Dear students get fully solved assignments
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The field of program evaluation presents a diversity of images a.docxcherry686017
The field of program evaluation presents a diversity of images and claims about the nature and role of evaluation that confounds any attempt to construct a coher- ent account of its methods or confidently identify important new developments. We take the view that the overarching goal of the program evaluation enterprise is to contribute to the improvement of social conditions by providing scientifically credible information and balanced judgment to legitimate social agents about the effectiveness of interventions intended to produce social benefits. Because of its centrality in this perspective, this review focuses on outcome evaluation, that is, the assessment of the effects of interventions upon the populations they are intended to benefit. The coverage of this topic is concentrated on literature published within the last decade with particular attention to the period subsequent to the related reviews by Cook and Shadish (1994) on social experiments and Sechrest & Figueredo (1993) on program evaluation.
The word ‘evaluation’ has become increasingly used in the language of community, health and social services and programs. The growth of talk and practice of evaluation in these fields has often been promoted and encouraged by funders and commissioners of services and programs. Following the interest of funders, has been a growth in the study and practice of evaluation by community, health and social service practitioners and academics. When we consider why this move in evaluative thinking and practice has occurred, we can assume the position of the funder and simply answer, ‘...because we want to know if this program or service works’. Practitioners, specialists and academics in these fields have been called upon by governments and philanthropists to aid the development of effective evaluation. Over time, they have led their own thinking and practice independently. Evaluation in its simplest form is about understanding the effect and impact of a program, service, or indeed a whole organization. Evaluation as a practice is not so simple however, largely because in order to assess impact, we need to be very clear at the beginning what effect or difference we are trying to achieve.
The literature review begins with an overview of qualitative and quantitative research methods, followed by a description of key forms of evaluation. Health promotion evaluation and advocacy and policy evaluation will then be explored as two specific domains. These domains are not evaluation methodologies, but forms of evaluation that present unique requirements for effective community development evaluation. Following this discussion, the review will explore eight key evaluation methodologies: appreciative enquiry, empowerment evaluation, social capital,
social return on investment, outcomes based evaluation, performance dashboards and scorecards and developmental evaluation. Each of these sections will include specific methods, the values base of each methodo ...
Running head: IMPROVEMENT OPPORTUNITY 1
IMPROVEMENT OPPORTUNITY 3
Quality Tool Analysis
The supply chain management sphere has an issue when considering a pharmacy facility organization. The problem with the pharmaceutical supply chain operations has resulted from all individuals lacking access to the most noteworthy quality medication and in addition keep up levels in medical care that occurs in the arrangement of supplying medicine, notwithstanding giving the improvement of new knowledge, aptitudes and systems that invigorate the advancement of medicine supply chain management. The quality tool used to recognize these issues is data collection sheet which gathers the essential information to have the capacity to answer any inquiries that may emerge. The quintessence of the data is that the reason for existing is apparent and that the data mirrors the fact of the matter, is anything but difficult to gather and utilize. A quantitative method was used to gather the data. The data collection sheet is being used in the dispersion of factors of the articles delivered, classification of broken things locating of the defects of the pieces, recognizing reasons for deformities and verification check or support undertakings (Awad, 2012).
To arrive at the problem, a questionnaire was utilized together with the data collection sheet. There was a clear framework on how data was to be gathered and with what sort of document will be made and how the gather data ought to be utilized. How the data will be analyzed was additionally sketched out, and the individual who ought to oversee gathering the data was distinguished. For the optimization of data accumulation, Sharp and McDermott (2009) suggest that the data collection be finished by an experienced auditor and in an arbitrary example of the exercises, of the general population and of the groups of the territories that they ought to be observed. The association recognized an experienced auditor was utilized to gather data and examine it since they have a high likelihood of giving precise data.
Stakeholder Analysis
Commonly, as an expert, one needs to think the what before the who when confronting an undertaking. Along these lines, they underscore the deliverables instead of the general population. The principal procedure of the communication knowledge zone, to be executed in the initiation of the task, is to identify the individuals with an interest.
One method for this procedure is partner examination, which a procedure of systematically collecting and investigating quantitative and qualitative data with the end goal to figure out what premiums specific must be considered all through the venture. It permits to recognize the interests, expectations, and impact of the interested individuals and relates them to the motivation behind the underta.
This annotated compendium of evaluation planning guides can help you understand the basics of conducting an evaluation; learn how to create a logic model and indicators; understand evaluation terminology; develop performance management metrics; and evaluate your research, knowledge translation and commercialization activities, outputs and outcomes.
Reflective Journal 9 Benefits and Dangers of Social NetworksW.docxcarlt3
Reflective Journal 9: Benefits and Dangers of Social Networks
Write a 3/4 to 1 page journal entry (300 to 500 words) in which you:
1. Discuss two or three (2-3) benefits you or others have experienced with social networks.
2. Discuss one or two (1-2) dangers you or others have experienced with social networks.
3. Complete the page requirement.
4. Write with clarity, following mechanics and formatting requirements.
The specific course learning outcome(s) associated with this assignment are:
· Apply critical thinking skills to the analysis of issues involving mass media and society.
· Analyze ways in which different types of media content reflect and / or influence society’s attitudes and behaviors.
· Analyze various issues affecting the media business.
· Evaluate the effects of new forms of media (e.g., online services) on social interactions.
· Write clearly and concisely about media and society using proper writing mechanics.
Grading for this assignment will be based on answer quality, and language and writing skills, using the following rubric.
Click here to view the grading rubric.
Data Analysis and Reporting
Chapter 15
Data ManagementIncludes coding, cleaning, and organizing data into a usable format (preparing for analysis)
Coding – assigning labels so data can be read and understood by a computer (e.g., 1=yes, 2=no)
Cleaning – values are valid and consistent (e.g., 1=true, 2=false, there should be no 3s); Also, need to deal with missing data
Data AnalysisBegins with being able to identify the variables
Variables – a characteristic or attribute that can be measured or observed (Creswell, 2002)
Types of variables: independent (controlled or cause or exert some influence) and dependent (are outcome variables that are being studied)
Also, the level(s) of data collected are importantNominal OrdinalNumerical (interval and ratio)
Data Analysis (cont.)Descriptive statistics – used to organize, summarize and describe characteristics
Inferential statistics – concerned with relationships and causality to make generalizations about a population based on a sample
AnalysesUnivariate (1 variable) Bivariate (2 variables)Multivariate (More than 2 variables)
Examples of Evaluation Questions Answered
Univariate Data AnalysesOne variable at a time
Summary counts (frequency distributions)
Measures of central tendency – e.g., mean, median, and mode
Measures of spread or variation – e.g., range, standard deviation, variance
Bivariate AnalysesCan be non-statistical comparisonsExample of non-statistical comparisons (eyeballing the data)
Male Female
Yes 35 62
No 50 46
Bivariate Analyses (cont.)HypothesesNull: statement of no significant difference Type I error – rejecting the null hypothesis when it is trueType II error – failing to reject the null hypothesis when it is not true (accepting a false null hypothesis)Level of significance (alpha level) – probability of making a type I error; e.g., p<.01A.
PLEASE READ BACKGROUND INFO BELOW. TURNIT IN IS USEDModule 4 .docxjanekahananbw
PLEASE READ BACKGROUND INFO BELOW. TURNIT IN IS USED
Module 4 - SLP
Strategy Implementation and Strategic Controls
Simulation
In Module 4, you will continue with the CVP analysis you completed in the Module 3 SLP.
Scenario Continuation:
It is still January 2, 2012.
You have just completed your revised SLP3 strategy using CVP analysis, and you are eager to implement your decisions for 2012 through 2014.
Using the CVP analysis from SLP3, run the simulation for a final time. Again, be sure to take notes about your analysis and the document the reasoning behind your decisions.
Finalize your report showing the strategy you have used.
Assignment Overview
Using the strategy that you developed in SLP3, run the simulation. Document your results as you did previously. Review and analyze these results, and develop a final strategy.
Please turn in a
6- to 8
-
page
paper, not including cover and reference pages.
Keys to the Assignment
The key aspects of this assignment that should be covered and taken into account in preparing your paper include:
The revised strategy consists of the Prices, R&D Allocation %, and any product discontinuations for the X5, X6, and X7 tablets for each of the four years: 2012, 2013, 2014, and 2015.
You must present a rational justification for this strategy. In other words, you must provide support for your proposed strategy using financial analysis and relevant theories.
Use the CVP Calculator and review the PowerPoint that explains CVP and provides some examples.
You will need to
crunch
some numbers (CVP Analysis) to help you determine your prices and R&D allocations.
Make sure your proposed changes in strategy are firmly based in this analysis of financial and market data and sound business principles.
Your goal is to practice using CVP and get better at it.
Present your analysis professionally, making strategic use of tables, charts, and graphs.
Time Line Summary:
SLP1
2015: Hired on December 15.
Turned in first report to CEO Smothers.
SLP2
You are returned – via Time Warp – to January 1, 2012.
You make decisions for 2012 – 2015.
December 31, 2015 – You have revised all four years, and you write up your summary report.
SLP3
Apparently, your SLP2 decisions were not “good enough,” as you’ve again been returned to January 1, 2012.
It is once again
January 1, 2012:
You decide to use CVP analysis to develop a revised four-year plan for your strategy. You analyze the results of your first decisions from SLP2, taking notes, and documenting your decision-making process. You use the CVP Calculator to help you develop your strategy. Your notes explaining the logic behind your decisions.
SLP4
It is still January 2, 2012. Using your CVP analysis from SLP3, you run the simulation, implementing your revised four-year plan. You keep track of your financial and marketing results year over year.
You submit your final
6-8 page
report, which includes your Final Total Score.
You compare – and report – your results with previous re.
SUCCESS FACTORS AND LIMITATIONS OF EFFICIENT INTERNAL COMMUNICATIONDariusz Tworzydło
The article covers the key issues of internal communication within an organization. It highlights the benefits
of implementation of transparent communication principles for a company. It identifies objectives and
presents selected communication tools. In the article, also guidelines for carrying out research in the
context of development of an internal communication strategy can be found. Selected research areas of
the process of planning and implementation of strategic assumptions have been presented. Factors limiting
effective implementation of an internal communication strategy have been discussed.
Praca dziennikarza w czasie koronawirusa i lockdownDariusz Tworzydło
Zrealizowany przez Polską Agencję Prasową oraz Instytut Rozwoju Społeczeństwa Informacyjnego projekt badawczy jest pierwszym tak szerokim badaniem, które objęło dziennikarzy i media w kontekście zmian jakie zaszły w związku z koronawirusem. Pozyskane dane mogą stanowić ważny wkład w zakresie poszerzania wiedzy niezbędnej zarówno dziennikarzom, jak i innym podmiotom, które dokonują oceny wpływu zjawisk związanych z COVID-19 na poszczególne branże i sektory gospodarki. Zebrane przez nas dane i wnioski dotyczące m.in. pracy dziennikarzy w dobie koronawirusa, oceny takich aspektów jak wykorzystywane
narzędzia, zmiany w ich zakresie czy w końcu przejście na tryb on-line w pracy, mogą
wzmocnić zakres dotychczas istniejącej wiedzy w tym zakresie, ale także określić co nas czeka
w najbliższej przyszłości.
Jednym z tematów poddanych przez nas badaniom była kwestia współpracy na linii dziennikarze-
public relations. Tu także zaszły zmiany. Ocenialiśmy w jakich obszarach relacje te były
kluczowe, ale także czy pandemia spowodowała, że stały się trudniejsze. Zweryfikowaliśmy
na czym te trudności polegały. Sporo uwagi w badaniu poświęciliśmy także tematowi fake newsów. Poszukiwaliśmy odpowiedzi na pytanie w jaki sposób dziennikarze radzili sobie
z problemami nieprawdziwych informacji. Zweryfikowaliśmy jak dziennikarze podchodzą
do fake newsów, czy sprawdzają uzyskiwane informacje, a także czy korzystają ze stron fact-
-checking’owych. Bardzo dużo wagi w badaniach poświęciliśmy identyfikacji trwałych skutków
pandemii odnośnie korzystania z wybranych form komunikacji.
Dziękujemy wszystkim dziennikarzom, którzy zechcieli podzielić się z nami swoją wiedzą
i doświadczeniem. Jesteśmy przekonani, że zrealizowany przez nas projekt może stanowić
podstawę w pogłębianiu wybranych wątków, które przeanalizowaliśmy. Jednak przede wszystkim
powinien on stanowić pole analizy w kontekście stanu branży dziennikarskiej oraz perspektyw
jakie stoją przed mediami.
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The field of program evaluation presents a diversity of images a.docxcherry686017
The field of program evaluation presents a diversity of images and claims about the nature and role of evaluation that confounds any attempt to construct a coher- ent account of its methods or confidently identify important new developments. We take the view that the overarching goal of the program evaluation enterprise is to contribute to the improvement of social conditions by providing scientifically credible information and balanced judgment to legitimate social agents about the effectiveness of interventions intended to produce social benefits. Because of its centrality in this perspective, this review focuses on outcome evaluation, that is, the assessment of the effects of interventions upon the populations they are intended to benefit. The coverage of this topic is concentrated on literature published within the last decade with particular attention to the period subsequent to the related reviews by Cook and Shadish (1994) on social experiments and Sechrest & Figueredo (1993) on program evaluation.
The word ‘evaluation’ has become increasingly used in the language of community, health and social services and programs. The growth of talk and practice of evaluation in these fields has often been promoted and encouraged by funders and commissioners of services and programs. Following the interest of funders, has been a growth in the study and practice of evaluation by community, health and social service practitioners and academics. When we consider why this move in evaluative thinking and practice has occurred, we can assume the position of the funder and simply answer, ‘...because we want to know if this program or service works’. Practitioners, specialists and academics in these fields have been called upon by governments and philanthropists to aid the development of effective evaluation. Over time, they have led their own thinking and practice independently. Evaluation in its simplest form is about understanding the effect and impact of a program, service, or indeed a whole organization. Evaluation as a practice is not so simple however, largely because in order to assess impact, we need to be very clear at the beginning what effect or difference we are trying to achieve.
The literature review begins with an overview of qualitative and quantitative research methods, followed by a description of key forms of evaluation. Health promotion evaluation and advocacy and policy evaluation will then be explored as two specific domains. These domains are not evaluation methodologies, but forms of evaluation that present unique requirements for effective community development evaluation. Following this discussion, the review will explore eight key evaluation methodologies: appreciative enquiry, empowerment evaluation, social capital,
social return on investment, outcomes based evaluation, performance dashboards and scorecards and developmental evaluation. Each of these sections will include specific methods, the values base of each methodo ...
Running head: IMPROVEMENT OPPORTUNITY 1
IMPROVEMENT OPPORTUNITY 3
Quality Tool Analysis
The supply chain management sphere has an issue when considering a pharmacy facility organization. The problem with the pharmaceutical supply chain operations has resulted from all individuals lacking access to the most noteworthy quality medication and in addition keep up levels in medical care that occurs in the arrangement of supplying medicine, notwithstanding giving the improvement of new knowledge, aptitudes and systems that invigorate the advancement of medicine supply chain management. The quality tool used to recognize these issues is data collection sheet which gathers the essential information to have the capacity to answer any inquiries that may emerge. The quintessence of the data is that the reason for existing is apparent and that the data mirrors the fact of the matter, is anything but difficult to gather and utilize. A quantitative method was used to gather the data. The data collection sheet is being used in the dispersion of factors of the articles delivered, classification of broken things locating of the defects of the pieces, recognizing reasons for deformities and verification check or support undertakings (Awad, 2012).
To arrive at the problem, a questionnaire was utilized together with the data collection sheet. There was a clear framework on how data was to be gathered and with what sort of document will be made and how the gather data ought to be utilized. How the data will be analyzed was additionally sketched out, and the individual who ought to oversee gathering the data was distinguished. For the optimization of data accumulation, Sharp and McDermott (2009) suggest that the data collection be finished by an experienced auditor and in an arbitrary example of the exercises, of the general population and of the groups of the territories that they ought to be observed. The association recognized an experienced auditor was utilized to gather data and examine it since they have a high likelihood of giving precise data.
Stakeholder Analysis
Commonly, as an expert, one needs to think the what before the who when confronting an undertaking. Along these lines, they underscore the deliverables instead of the general population. The principal procedure of the communication knowledge zone, to be executed in the initiation of the task, is to identify the individuals with an interest.
One method for this procedure is partner examination, which a procedure of systematically collecting and investigating quantitative and qualitative data with the end goal to figure out what premiums specific must be considered all through the venture. It permits to recognize the interests, expectations, and impact of the interested individuals and relates them to the motivation behind the underta.
This annotated compendium of evaluation planning guides can help you understand the basics of conducting an evaluation; learn how to create a logic model and indicators; understand evaluation terminology; develop performance management metrics; and evaluate your research, knowledge translation and commercialization activities, outputs and outcomes.
Reflective Journal 9 Benefits and Dangers of Social NetworksW.docxcarlt3
Reflective Journal 9: Benefits and Dangers of Social Networks
Write a 3/4 to 1 page journal entry (300 to 500 words) in which you:
1. Discuss two or three (2-3) benefits you or others have experienced with social networks.
2. Discuss one or two (1-2) dangers you or others have experienced with social networks.
3. Complete the page requirement.
4. Write with clarity, following mechanics and formatting requirements.
The specific course learning outcome(s) associated with this assignment are:
· Apply critical thinking skills to the analysis of issues involving mass media and society.
· Analyze ways in which different types of media content reflect and / or influence society’s attitudes and behaviors.
· Analyze various issues affecting the media business.
· Evaluate the effects of new forms of media (e.g., online services) on social interactions.
· Write clearly and concisely about media and society using proper writing mechanics.
Grading for this assignment will be based on answer quality, and language and writing skills, using the following rubric.
Click here to view the grading rubric.
Data Analysis and Reporting
Chapter 15
Data ManagementIncludes coding, cleaning, and organizing data into a usable format (preparing for analysis)
Coding – assigning labels so data can be read and understood by a computer (e.g., 1=yes, 2=no)
Cleaning – values are valid and consistent (e.g., 1=true, 2=false, there should be no 3s); Also, need to deal with missing data
Data AnalysisBegins with being able to identify the variables
Variables – a characteristic or attribute that can be measured or observed (Creswell, 2002)
Types of variables: independent (controlled or cause or exert some influence) and dependent (are outcome variables that are being studied)
Also, the level(s) of data collected are importantNominal OrdinalNumerical (interval and ratio)
Data Analysis (cont.)Descriptive statistics – used to organize, summarize and describe characteristics
Inferential statistics – concerned with relationships and causality to make generalizations about a population based on a sample
AnalysesUnivariate (1 variable) Bivariate (2 variables)Multivariate (More than 2 variables)
Examples of Evaluation Questions Answered
Univariate Data AnalysesOne variable at a time
Summary counts (frequency distributions)
Measures of central tendency – e.g., mean, median, and mode
Measures of spread or variation – e.g., range, standard deviation, variance
Bivariate AnalysesCan be non-statistical comparisonsExample of non-statistical comparisons (eyeballing the data)
Male Female
Yes 35 62
No 50 46
Bivariate Analyses (cont.)HypothesesNull: statement of no significant difference Type I error – rejecting the null hypothesis when it is trueType II error – failing to reject the null hypothesis when it is not true (accepting a false null hypothesis)Level of significance (alpha level) – probability of making a type I error; e.g., p<.01A.
PLEASE READ BACKGROUND INFO BELOW. TURNIT IN IS USEDModule 4 .docxjanekahananbw
PLEASE READ BACKGROUND INFO BELOW. TURNIT IN IS USED
Module 4 - SLP
Strategy Implementation and Strategic Controls
Simulation
In Module 4, you will continue with the CVP analysis you completed in the Module 3 SLP.
Scenario Continuation:
It is still January 2, 2012.
You have just completed your revised SLP3 strategy using CVP analysis, and you are eager to implement your decisions for 2012 through 2014.
Using the CVP analysis from SLP3, run the simulation for a final time. Again, be sure to take notes about your analysis and the document the reasoning behind your decisions.
Finalize your report showing the strategy you have used.
Assignment Overview
Using the strategy that you developed in SLP3, run the simulation. Document your results as you did previously. Review and analyze these results, and develop a final strategy.
Please turn in a
6- to 8
-
page
paper, not including cover and reference pages.
Keys to the Assignment
The key aspects of this assignment that should be covered and taken into account in preparing your paper include:
The revised strategy consists of the Prices, R&D Allocation %, and any product discontinuations for the X5, X6, and X7 tablets for each of the four years: 2012, 2013, 2014, and 2015.
You must present a rational justification for this strategy. In other words, you must provide support for your proposed strategy using financial analysis and relevant theories.
Use the CVP Calculator and review the PowerPoint that explains CVP and provides some examples.
You will need to
crunch
some numbers (CVP Analysis) to help you determine your prices and R&D allocations.
Make sure your proposed changes in strategy are firmly based in this analysis of financial and market data and sound business principles.
Your goal is to practice using CVP and get better at it.
Present your analysis professionally, making strategic use of tables, charts, and graphs.
Time Line Summary:
SLP1
2015: Hired on December 15.
Turned in first report to CEO Smothers.
SLP2
You are returned – via Time Warp – to January 1, 2012.
You make decisions for 2012 – 2015.
December 31, 2015 – You have revised all four years, and you write up your summary report.
SLP3
Apparently, your SLP2 decisions were not “good enough,” as you’ve again been returned to January 1, 2012.
It is once again
January 1, 2012:
You decide to use CVP analysis to develop a revised four-year plan for your strategy. You analyze the results of your first decisions from SLP2, taking notes, and documenting your decision-making process. You use the CVP Calculator to help you develop your strategy. Your notes explaining the logic behind your decisions.
SLP4
It is still January 2, 2012. Using your CVP analysis from SLP3, you run the simulation, implementing your revised four-year plan. You keep track of your financial and marketing results year over year.
You submit your final
6-8 page
report, which includes your Final Total Score.
You compare – and report – your results with previous re.
SUCCESS FACTORS AND LIMITATIONS OF EFFICIENT INTERNAL COMMUNICATIONDariusz Tworzydło
The article covers the key issues of internal communication within an organization. It highlights the benefits
of implementation of transparent communication principles for a company. It identifies objectives and
presents selected communication tools. In the article, also guidelines for carrying out research in the
context of development of an internal communication strategy can be found. Selected research areas of
the process of planning and implementation of strategic assumptions have been presented. Factors limiting
effective implementation of an internal communication strategy have been discussed.
Praca dziennikarza w czasie koronawirusa i lockdownDariusz Tworzydło
Zrealizowany przez Polską Agencję Prasową oraz Instytut Rozwoju Społeczeństwa Informacyjnego projekt badawczy jest pierwszym tak szerokim badaniem, które objęło dziennikarzy i media w kontekście zmian jakie zaszły w związku z koronawirusem. Pozyskane dane mogą stanowić ważny wkład w zakresie poszerzania wiedzy niezbędnej zarówno dziennikarzom, jak i innym podmiotom, które dokonują oceny wpływu zjawisk związanych z COVID-19 na poszczególne branże i sektory gospodarki. Zebrane przez nas dane i wnioski dotyczące m.in. pracy dziennikarzy w dobie koronawirusa, oceny takich aspektów jak wykorzystywane
narzędzia, zmiany w ich zakresie czy w końcu przejście na tryb on-line w pracy, mogą
wzmocnić zakres dotychczas istniejącej wiedzy w tym zakresie, ale także określić co nas czeka
w najbliższej przyszłości.
Jednym z tematów poddanych przez nas badaniom była kwestia współpracy na linii dziennikarze-
public relations. Tu także zaszły zmiany. Ocenialiśmy w jakich obszarach relacje te były
kluczowe, ale także czy pandemia spowodowała, że stały się trudniejsze. Zweryfikowaliśmy
na czym te trudności polegały. Sporo uwagi w badaniu poświęciliśmy także tematowi fake newsów. Poszukiwaliśmy odpowiedzi na pytanie w jaki sposób dziennikarze radzili sobie
z problemami nieprawdziwych informacji. Zweryfikowaliśmy jak dziennikarze podchodzą
do fake newsów, czy sprawdzają uzyskiwane informacje, a także czy korzystają ze stron fact-
-checking’owych. Bardzo dużo wagi w badaniach poświęciliśmy identyfikacji trwałych skutków
pandemii odnośnie korzystania z wybranych form komunikacji.
Dziękujemy wszystkim dziennikarzom, którzy zechcieli podzielić się z nami swoją wiedzą
i doświadczeniem. Jesteśmy przekonani, że zrealizowany przez nas projekt może stanowić
podstawę w pogłębianiu wybranych wątków, które przeanalizowaliśmy. Jednak przede wszystkim
powinien on stanowić pole analizy w kontekście stanu branży dziennikarskiej oraz perspektyw
jakie stoją przed mediami.
THE ROLE OF CRISIS PREVENTION FROM THE PERSPECTIVE OF THE BIGGEST POLISH COMP...Dariusz Tworzydło
The article constitutes a presentation of the results of research devoted to the current trends in crisis PR. The authors of
the work made an attempt to diagnose crisis prevention in a cross-section of two dimensions. On the one hand the perspective of business (survey of companies) was presented and on the other hand experts' opinions (survey of the leaders of public relations agencies) were shown. As a result of analyses a point model of an immune system, which takes into consideration the key instruments of crisis methodology (developed procedures in form of communication management book, dedicated anti-crisis structures in an organization, crisis team with a fixed membership and a system
of communication trainings) was designed. Diagnosis of prevention measures of the leaders of Polish business — based on the years 2007–2017 showed major deficiencies in the degree of companies' preparation for the risk of crisis.
Skuteczne zarządzanie w kryzysie wizerunkowym na przykładzie marki TigerDariusz Tworzydło
Artykuł zawiera analizę wizerunkowej sytuacji kryzysowej, jaka dotknęła markę Tiger w roku
2017. Cel: Ocena skuteczności działań komunikacyjnych badanego podmiotu w zakresie
komunikacji kryzysowej. Metody badań: Analiza materiałów pozyskanych z monitoringu
mediów, a także desk research od analizowanej fi rmy. Wyniki i wnioski: Opracowanie pokazuje
metody reagowania i działania podjęte przez firmę w analizowanym kryzysie. Wskazane
zostały kluczowe determinanty kryzysu, a także czynniki, które przyczyniły się do właściwego
rozwiązania sytuacji kryzysowej. Jednym z istotnych elementów składowych artykułu jest
także analiza działań podjętych przez fi rmę po zakończeniu sytuacji kryzysowej. Opisane
zostały również błędy popełnione przez fi rmę w zakresie zarządzania kryzysowego. Wartość
poznawcza: Materiał zawiera spójny opis wydarzeń kryzysowych, które dotknęły markę, stanowi obiektywne spojrzenie na kryzys wizerunkowy, wraz z oceną zastosowanych metod i narzędzi.
Public relations, to używany coraz częściej termin, którego interpretacja i rozumienie jest tak często błędne
jak i poprawne. Wielu polityków i niektórzy dziennikarze używają tej definicji, aby ukryć w niej działania
nieetyczne, nieuczciwe, kłamstwa, manipulację i oszczerstwa. Wielu z nich nawet nie zdaje sobie sprawy
z tego, jak ważna jest w prawidłowym rozumieniu public relations właściwa interpretacja intencji oraz
kwestia etyki. PR bowiem to budowanie relacji i skuteczne komunikowanie. Takie pojmowanie public relations
jest prawdziwe, chociaż w pełni nie wyczerpuje znaczenia tego terminu. Z pewnością jednak ukierunkowuje myślenie na właściwy tor, o którym tak wielu i tak często, nawet praktyków public relations, zapomina.
The Condition of the Public Relations Industry in Poland: Current Situation a...Dariusz Tworzydło
Purpose: The most important research objective of the project described in this article is to examine the condition of the public relations (PR) industry in Poland in the context of changes taking place in the economy in connection with the COVID-19 pandemic.
Design/Methodology/Approach: The research referred to a study conducted with the use of an auditorium survey in April 2019. The research sample consisted of 253 PR consultants, from various companies and organizations operating in Poland. The second project was a study aimed at understanding the impact of the coronavirus pandemic on the PR industry. 242 PR industry specialists were examined in this project.
Findings: PR specialists in Poland are aware of the challenges and understand how to support companies and institutions affected by the crisis and operating in a changed reality. In our research, six areas have been defined, which may provide a new direction for the PR agency when preparing the service offer. Most of the respondents believe that a PR agency's potential clients will seek external help in communication services like media relations, digital PR, crisis management, lobbying, public affairs, event management, and influencer relations.
Practical Implications: The article presents real and representative opinions of the public relations community expressing concerns and defining the directions of changes caused by the COVID pandemic.
Originality/Value: The article presents the most recent and up-to-date research results on the condition of the PR industry in Poland, which is an important element of the European public relations market. The obtained research results are representative for Poland.
ROLA PROFILAKTYKI ANTYKRYZYSOWEJ Z PERSPEKTYWY NAJWIĘKSZYCH POLSKICH PRZEDSIĘ...Dariusz Tworzydło
Artykuł stanowi prezentację wyników badań, które są poświęcone aktualnym trendom PR-kryzysowego. Autorzy
opracowania podjęli próbę diagnozy profilaktyki antykryzysowej w przekroju dwóch wymiarów. Z jednej
strony przedstawiono stanowisko biznesowe (badanie przedsiębiorstw), z drugiej przywołano głos ekspertów
(badanie liderów agencji public relations). W toku analiz zaprojektowany został model punktowy systemu odpornościowego, który uwzględnia kluczowe narzędzia metodologii kryzysowej (opracowane procedury
w formie księgi zarządzania komunikacją, dedykowane struktury antykryzysowe w organizacji, sztab kryzysowy o ustalonym składzie oraz system szkoleń komunikacyjnych). Diagnoza profilaktyki liderów polskiego biznesu — bazująca na latach 2007–2017 — wykazała znaczące niedobory w stopniu przygotowania przedsiębiorstw na ryzyko kryzysu.
PROCEDURY I NARZĘDZIA ZARZĄDZANIA W SYTUACJACH KRYZYSOWYCH NA PODSTAWIE BADAŃ...Dariusz Tworzydło
W niniejszym artykule zaprezentowane zostaną wybrane procedury, ale także narzędzia, jakie stosuje się w sytuacjach kryzysowych. Prezentacja zostanie dokonana w oparciu o wyniki badań jakościowych, ale także analizę zapisów zawartych w wybranych pozycjach literaturowych, w których temat przygotowania do kryzysu, a także zarządzania nim jest poruszany. Celem artykułu jest zwrócenie uwagi na to, iż możliwe jest ograniczone ale przy tym skuteczne zarządzanie kryzysem, gdy nadejdzie, ale zdecydowanie lepszym podejściem jest przygotowanie organizacji na wypadek zaistnienia sytuacji kryzysowej w sposób ułatwiający reakcję. Skuteczność jednak należy rozpatrywać w tym przypadku dwojako, po pierwsze jako niedopuszczenie do eskalacji kryzysu czy też wyjścia poza mury firmy czy biura zarządu, lub ograniczenie jego negatywnych skutków.
SELECTED ASPECTS OF PUBLIC RELATIONS ACTIVITY ORGANISATION IN POLISH ENTERPRISESDariusz Tworzydło
Public relations activity is treated as an element ensuring the desired reception of the company with the public.
Against a general background on public relations, the article presents selected aspects of organising activities within that
scope by the largest Polish enterprises. The analysed entities mostly conduct public relations activities basing on their
own services. Every fifth one, however, uses the assistance of external PR agencies. It is still puzzling that representatives
of almost every third company claim they do not conduct regular activity such as could be viewed as public relations.
From the point of view of organising PR activities important is also the place taken by PR departments or units in corporate
structure. The necessity of conducting current communication policy requiring very quick reactions indicates
clearly that PR department should be directly subordinated to the highest management level. This subordination model
dominates in Polish companies and concerns nearly 68% of the analysed subjects. Sometimes there occurs a not fully
realised distinction between PR and marketing. The activities in both these spheres should complement each other, which
in turn would increase the effectiveness of corporate communication. Good cooperation of the two departments should
allow to benefit from synergy effects and lead to cost reduction in communication activity. In almost half of the analysed
Polish companies, the distinction between marketing and PR is visible in their organisational structure, for there are independent
marketing and PR departments/units. In every third analysed company there is only a marketing department,
performing also activities assumed to belong to public relations. In three out of four companies no conflicts are noted
between the departments. The conflicts which do appear result from marketing and PR departments/units competing for
financial means and sometimes from competence overlap.
PUBLIC RELATIONS — NARZĘDZIA JEDNOSTRONNEGO KOMUNIKOWANIA I DIALOGU W INTERNECIEDariusz Tworzydło
Rozwój technologii oraz narzędzi informatycznych spowodował niezwykłe przyśpieszenie w branży public relations
na całym świecie. Żyjemy w czasach rewolucji komunikacyjnej, w której jeden rok to cała wieczność. Zmieniają
się komunikaty, szybkość ich transmisji, narzędzia. Zmieniają się także nadawca i odbiorca, którzy przywykli do
dynamiki przekazu, ale także do tego, że informacja jest i będzie dystrybułowana bez ograniczeń czasowych i przestrzennych.
Przeglądarka Netscape, portal wp.pl, era Wikipedii, Facebooka, dynamicznie rozwijającego się
YouTube’a czy Nasza Klasa, Twitter i szereg innych narzędzi z zakresu social media, a także systemy monitorujące1
— to tylko wybrane etapy, lub jak uważają niektórzy kamienie milowe pościgu za nowościami i nowymi formami
dystrybucji informacji. W takich właśnie czasach przychodzi profesjonalistom public relations tworzyć, wysyłać
i odbierać przekaz. Jeszcze w końcu lat dziewięćdziesiątych mało kto przypuszczał, iż takie zmiany nastąpią.
Trudno także przewidywać czego świadkami będziemy za następne kilka, kilkanaście lat. Jedno jest pewne, a mianowicie
to, że zmiany będą i to dokonywane w tempie jeszcze szybszym niż ma to miejsce obecnie.
Jako że współcześnie nowoczesne media mają już istotny wpływ na decyzje wyborcze, czy przemiany społeczne,
proces ten jest bardzo dogłębnie analizowany i badany. Oprócz tego badaniom podlega inny aspekt jakim
jest podejmowanie decyzji dotyczących tego, czy komunikacja w internecie powinna opierać się na komunikowaniu
masowym czy też można mówić o podejściu indywidualnym. Osoby prywatne same podejmują
decyzje w oparciu o własne potrzeby, firmy jednak muszą analizować wiele czynników które mają wpływ
na ostateczne decyzje w zakresie wyboru narzędzi czy też samej decyzji w zakresie komunikowania. Wśród
tych czynników znajdują się: zasięg, dostępność narzędzi, a nawet branża w jakiej firma działa.
Niniejszy artykuł zawiera prezentację wybranych narzędzi wykorzystywanych w procesie jednostronnego komunikowania
do otoczenia, ale także narzędzi służących i wykorzystywanych do dialogu. Komunikacja jednostronna
o której mowa w niniejszym artykule nie zakłada odpowiedzi ze strony odbiorcy, oprócz ewentualnej decyzji
„action” w postaci zakupu lub „kliknięcia”. Dialog natomiast daje możliwość interakcji, porozumiewania, wymiany
myśli i poglądów, bezpośredniej oceny. Oprócz tego zaprezentowane zostaną korzyści jakie odnosi się
w procesie prowadzenia dialogu w sieci, a także bariery które utrudniają jego prowadzenie. Przedstawione zostaną
również kierunki zmian jakie będą się dokonywały w związku z dynamicznym rozwojem narzędzi i procesów komunikacyjnych w sieci.
Podatność kryzysowa wiodących branż polskiej gospodarkiDariusz Tworzydło
Perspektywa podziału na branże daje możliwość zrealizowania bardziej zaawansowanych analiz
dotyczących rodzaju oraz częstotliwości występowania kryzysów wizerunkowych. Cel: Prezentacja przykładowego sposobu wyselekcjonowania branż opresyjnych na podstawie modelu odnoszącego się do wiodących gałęzi polskiej gospodarki. Metody badań: Badania ilościowe za pomocą ankiety audytoryjnej przeprowadzone wśród specjalistów PR oraz analiza desk research, m.in. Listy 500 dziennika Rzeczpospolita. Wyniki i wnioski: Badania wykazały, że na rynku funkcjonuje
pewna grupa branż, które są szczególnie narażone na występowanie komunikacyjnych sytuacji kryzysowych. Wyniki pokazują, że przedsiębiorstwa wchodzące w ich skład (np. reprezentujące sektor publiczny, spożywczy, farmaceutyczny czy telekomunikacyjny) silniej przyciągają do siebie
kryzysy wizerunkowe i częściej są zmuszone nimi zarządzać. Dlatego działalność badanych firm
została zanalizowana na zasadzie działania magnesu kryzysowego, który przyciąga wiele niekorzystnych zjawisk z otoczenia wewnętrznego i zewnętrznego organizacji. Wartość poznawcza:
Zaprezentowane wyniki mogą stanowić wsparcie zarówno dla oceny efektów public relaions, jak i dla technik medioznawczych (np. analizy przekazu medialnego).
Political communication in local elections: a comparative analysis of France ...Dariusz Tworzydło
This article is the result of a research study aimed at comparing the degree of maturity
of political communication in local government elections between France and Poland. The authors’ objective is to reveal the specificity of the subsystems of electoral communication between these countries mainly by presenting the diversity of
the communication tools used and the degree of professionalisation of communication management by local government politicians. The undertaking of a comparative
analysis of these two countries was dictated by the countries’ similarities in terms of
the three-tier division of local government. In addition, it compares the experience
of France’s mature democracy and Poland’s democracy, which is in its early stages.
A survey conducted on a representative sample could be extrapolated from the entire
population studied in France and Poland. The scope of the study concerned local
government elections from 2015 in France, and 2014 and 2018 in Poland. The article
presents conclusions of the research that focus on the manner and scope of application
of political communication in the selected countries.
Procedura zarządzania w kryzysie wizerunkowym w mediach – przeciwdziałanie, r...Dariusz Tworzydło
Kryzys wizerunkowy jest zjawiskiem obrazującym
zmiany w firmie, zakłócającym
normalny rytm jej funkcjonowania, mającym
istotny wpływ na całokształt procesów, jakie w niej zachodzą. Jest on także ściśle powiązany ze specyficzną cechą gospodarki rynkowej, jaką jest niepewność oraz ryzyko1. Już w XIX wieku francuskie słowo oznaczające kryzys tłumaczono jako ‘sytuację trudną’, ‘rozstrzygającą’. W słowniku synonimów słowo „kryzys” znajduje się wśród najbliższych znaczeniowo haseł takich jak: przejście, zwrot, zakręt, moment zwrotny, kamień milowy, przełom, wyłom, czy przesilenie.
Zmiany w obszarze relacji, jakie zachodzą pomiędzy mediami a public relations...Dariusz Tworzydło
Zespół badawczy Exacto przeprowadził badanie, którego celem było poznanie wpływu pandemii koronawirusa na branżę PR oraz zebranie opinii w zakresie przyszłości branży PR po opanowaniu sytuacji związanej z COVID-19.
Do udziału zaproszono specjalistów zajmujących się public relations, zarówno freelancerów, pracowników agencji PR, jak i specjalistów zajmujących się public relations w przedsiębiorstwach prywatnych, państwowych czy NGO. Badanie było prowadzone z użyciem techniki CAWI.
Dobór próby miał charakter celowy i był prowadzony w oparciu o metodę kuli śniegowej. Dane były zbierane w okresie przełomu kwietnia i maja 2020 roku. W badaniu udział wzięło 242 specjalistów branży PR.
PUBLIC RELATIONS — THE TOOLS FOR UNILATERAL COMMUNICATION AND DIALOGUE ON THE...Dariusz Tworzydło
The development of technology and IT tools have brought about an extraordinary acceleration of the public relations branch around the whole world. We live in the times of revolution in communication, in which one year is whole eternity. Messages, the speed of their publication, the tools are changing. The sender and the recipient, who have become used to the dynamics of the message and the fact that it is and will be distributed without spatial and temporal limitations, are changing too. Netscape browser, wp.pl, the era of Wikipedia, Facebook, dynamically developing YouTube, or Nasza Klasa, Twitter and a whole range of other tools from the scope of social media, as well as monitoring systems — these are just chosen stages, or as others think, milestones in the pursuit of novelty and new forms of distribution of information. It is in times like these that
public relations experts have to create, send and receive messages. Back at the end of 1990's hardly anyone
expected that such changes could take place. It is also hard to predict what we will see in a few, or a dozen years. One thing is certain, namely, that changes will be taking place and will be even faster than now. As the currently modern media already have a significant impact on voting decisions, or social
transformation, the process is analysed and studied in detail. Moreover, what is subject to research is the question whether communication on the Internet should be based on mass communication, or rather on an individual approach. Private individuals make decisions based on their own needs, but companies have to analyse many factors that influence final decisions concerning the choice of tools, or the very decision concerning communication. Among these factors there are: scope, availability of tools, even the branch in which a company is active. This article includes a presentation of chosen tools used in the process of unilateral communication with
the environment, but also tools used for dialogue. Unilateral communication discussed in this article doesn't assume a response from the recipient, apart from a possible decision to take action in form of purchase, or clicking. At the same time dialogue gives the opportunity to interact, exchange thoughts and ideas, direct assessment. Moreover, the benefits from the process of conducting dialogue online, as well as the barriers hampering the dialogue will be presented. Also, the directions of changes taking place in association with the dynamic development of online communication tools and processes will be presented.
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VERIFYING AN IMAGE OBJECTIVES MATRIX FOR MEASURING THE EFFECTS OF PUBLIC RELATIONS ACTIVITIES IN BUSINESS
1. See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/322871530
Verifying an image objectives matrix for measuring the effects of public
relations activities in business
Article in Annals of Marketing Management and Economics · December 2017
DOI: 10.22630/AMME.2017.3.2.23
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2. Annals of Marketing Management & Economics
Vol. 3, No 2, 2017, 121–135
DOI 10.22630/AMME. 2017.3.2.23
ISSN 2449-7479
eISSN 2543-8840
amme.wne.sggw.pl
VERIFYING AN IMAGE OBJECTIVES MATRIX FOR
MEASURING THE EFFECTS OF PUBLIC RELATIONS
ACTIVITIES IN BUSINESS
Dariusz Tworzydło1
, Przemysław Szuba2
1
University of Warsaw, Poland
2
Exacto Sp. z o.o., Poland
INTRODUCTION
Research on company image can be done based on a number of initial assumptions. It
is therefore possible to carry out research aimed at an initial state analysis to identify an or-
ganization’s existing image, but also to assess implemented campaigns or strategies to de-
termine the extent of changes that have occurred in an organization’s image. In economic
practice there are a number of methods for measuring the effects of public relations activi-
ties, including a systematic environmental analysis in the form of participant observation,
non-participant observation, media monitoring, extensive crisis simulations to prepare for
difficult situations, anti-crisis plan preparation support, and more. In practice, a whole
spectrum of social research methods is applied [Miotk 2010]. They are used in a variety of
ways, and are analysed in detail based on a number of variables. There is little doubt that
there is a need to build more new methods, as that need results directly from the develop-
ment of public relations tools, their availability and use. Despite different approaches to
measurement, and paying attention to the needs of individual entities, there remains one
more important aspect – many managers’ lack of a professional approach to image man-
agement. Thus, activities are undertaken without a plan or budget, and are often realized
ad hoc without thinking. The same holds true for the question of assessment, which is not
always considered an instrument to support the management process. And after all, assess-
ment can become an element that goes beyond strategic and operational activities.
One approach that can be used in complex image management is an image objec-
tives matrix. The matrix, which becomes part of the long-term measurement of which
W.K. Lindenmann writes, can be used both to forecast changes that occur in the image
area, with a particular focus on capturing symptoms of crisis situations, and also in cur-
3. 122 D. Tworzydło, P. Szuba
AMME
rent activities and in assessments of effects and changes that occur in an examined entity.
It can also function as an element of crisis support [Miotk 2010]. Especially in this latter
issue, the image objectives matrix method may be particularly useful thanks to its capac-
ity, detailed nature, and its ability to flexibly adapt to changing market conditions. It helps
identify symptoms that may affect crisis situations. On the basis of research done on an
image objectives matrix, it is possible to determine the starting point for further assess-
ment or subsequent research and analyses, as well as to identify changes that were made
in the range of internal and external image over a given period.
In addition to the image objectives matrix method discussed above, the subject litera-
ture provides a window on a number of other methods for measuring the effectiveness of
public relations activities. These include models by M. Cutlip, J. McNamara, T. Watson,
K. Huyse, A. Zerfass, L.W. Nolte and J. White. However, no further mention of these
models will be made in this article, because they are mainly theoretical in nature. We focus
instead on assessing the practical use of the public relations effect measurement method.
This is also the main advantage of the image objectives matrix over the selected models,
but they are a good starting point for many theoretical, as well as practical, analyses.
PLANNING AND RESEARCH IN PUBLIC RELATIONS
Public relations activities should always start with research, which is defined as a set
of methods aimed at obtaining information from the market and from within the organiza-
tion. They help to minimize the risk involved in making decisions. From the point of view
of the image, research aims to determine the point at which an entity is in an environment
in which it can be seen by the environment.
There are a number of divisions that make it possible to systematize concepts in-
volved in research. One is to divide them into primary and secondary. Primary concepts
include those that give information programmed according to a researcher’s needs. This
makes them precise and detailed. Secondary research is characterized by the use of both
internal and external information that already exists and has been previously worked
out. Secondary research data can be collected quickly and inexpensively [Tworzydło and
Olędzki 2009].
When a company prepares research projects, it is essential that it define where it wants
to be after implementing the assumptions made as the researcher’s field of interest. The
research objectives concerning a company’s internal and external image include:
− to assess how employees and other target groups perceive the company and identify
changes to be made in this area;
− to assess the relations prevailing in the company between employees and divisions,
and to suggest changes in this area;
− to assess tools used in internal and external communication;
− to assess motivational activities carried out in the company, as well as other ones
aimed at building teams;
− to identify the symptoms of crisis situations;
− to analyse the effectiveness of communication channels;
− to assess changes that occur within and outside the company’s walls.
4. Verifying an image objectives matrix... 123
Annals of Marketing Management & Economics Vol. 3, No 2, 2017
An image objectives matrix referred to in this article makes it possible to search for
knowledge on topics of interest to a company. That knowledge enables the company to
fill the gap between what it knows and the information it lacks, i.e. the present state and
the one it desires. However, companies embark upon such searches only sporadically,
mainly due to their costs. Implementing company-designed research projects requires
knowledge and analytical skills, and often the full-time employment of sociologists. Ex-
ternal costs often exceed companies’resources for such activities. If access to quantitative
research is not available, quality-based analyses using web resources, media monitoring
data, or in-house data are used in business practice. The analysis is conducted in multiple
Stage I
RESEARCH DESIGN AND MAKING ASSUMPTIONS
- Determ ining the scope and subject of research
- Explication and operationalization of notions
- Form ulating the research goal and research hypotheses
- Form ulating the list of questions and issues
- Initial situation analysis (secondary data analysis , referring
a problem to the knowledge possessed )
- Selection of research m ethods for prim ary m easurem ent
- M aking research questionnaire
Stage II
RESEARCH IM PLEM ENTATIO N
Conducng
main research
Stage III
RESEARCH RESULTS ANALYSIS
- Reduction and analysis of data
- M aking a report
- Presentation of the report and decisions
- Pilot research and analysis of results
- Collecting opinions on the questionnaire am ong experts
- Setting the final version of the questionnaire
- Setting and selecting a sam ple for m ain research
- Determ ining the budget of the m ain research
- Selecting pollsters and training them
- Determ ining variants and rules for possible project corrections
Research process
control
FIG. 1. Diagram of research used in the matrix design process
Source: Tworzydło 2008.
5. 124 D. Tworzydło, P. Szuba
AMME
ways, using, for example, resources collected in the company or which are available on
the Internet. In addition, research is conducted using quantitative and qualitative methods
that can be both effective and efficient. According to W.K. Lindenmann, measuring the
effectiveness of public relations activities means considering “any and all studies pre-
pared to determine the relative value of what will be carried out under public relations”.
Efficiency means striving to achieve goals without concentrating on maximizing the cost
of doing so. Effectiveness is defined as the ability to achieve goals, while reducing the
cost of doing so. Therefore, this is a relationship of efficient actions, i.e. those that have
been completed by achieving a goal, in relation to the effort required to achieve it.
A communication audit enables the accumulation of a wide range of data and subse-
quent formulation of goals that are the starting point for communication activities. Goals
may include building or changing the company’s image, as well as providing support for
other activities, such as advertising. These goals are the basis for generating ideas that are
then targeted at selected groups using a specific set of tools. Based on the information col-
lected, it is possible to build a strategy understood as a public relations action plan, which
describes the scope of the tasks to result in implementation of the primary objective and
specific objectives. But in order for this strategy to be efficacious, its goals must be realis-
tic and set at a certain time, and the strategy itself and its actions must accord with budget
assumptions. Objectives should also be characterized by measurability, explicitness, de-
tail and orientation to effects. All assumptions made in the strategic document are subject
to control and monitoring. A systematic assessment can also lead to making adjustments
in the range of individual parts, as well as the level of objective achievement.
The research process that is carried out in order to achieve effects in the form of a re-
liable measurement of public relations activities should consist of a logically arranged,
coherent set of stages. The first stage is focused on research design and assumption mak-
ing, while the second is implements the research and the third analyses the results. These
stages are illustrated in Figure 1 (though please notes that the described research process
concerns the implementation of projects that are consistent with the concept of image as-
sessment based on the image objectives matrix method).
To a large extent, the success of the research process depends on researchers’ ap-
proach to data that can be acquired throughout the research process, taking into account
the logical consistency of the collected empirical material. This approach determines the
scope of information used, and then influences the choice of methodology as part of the
research.
PRACTICAL USE OF THE IMAGE OBJECTIVES MATRIX
The image objectives matrix method appears to be a complex element, crowning the
research process, but it may constitute a specific aggregator of content delivered through
research. It allows the starting point for image activities to be defined precisely. Matrix-
-based research makes it possible to identify the place in which a company is located
in terms of both its internal and external images. It also allows research projects to be
systematized. Thanks to its universality, it favours the unification of research processes,
eliminates mistakes in the research process, educates in the field of professional image
research, and enables inter-period comparisons [Tworzydło and Olędzki 2009].
6. Verifying an image objectives matrix... 125
Annals of Marketing Management Economics Vol. 3, No 2, 2017
The matrix is a support method for crisis staffs, because it allows for the identification
of symptoms that may arise and areas that may pose a threat, which can then translate into
support to solve crisis situations. It can also help to determine the direction of changes
a company should make so that its final acceptance is stable and completed at the level
it expects.
In ZETO’s case, image research is based on the use of an analytical tool called an
image objectives matrix. The location and primary objectives of ZETO-Rzeszów’s were
identified using it. The analysis used data collected during internal research on the staff
(N = 75) and external research carried out among institutional clients (N = 200). The
total accumulated empirical material was adapted to the matrix design requirements (five-
-point quantitative scales with values from 0 up to 4). The report included a comprehen-
sive set of indicators that contributed to the company’s image, and a trend analysis based
on data from research (2006–2016) previously conducted. The image gap, which informs
the company and researchers about the difference between the desired state and the state
obtained in the image research, was calculated. A graphical representation of the differ-
ence between the desired state and the obtained state, the gap informs us about the space
that separates the organization from the ideal state within the perception of the organiza-
tion [Sztucki 1998]. It is the smaller one, while the actions undertaken by the company
are more complex, professional, consistent with identity, and more. After exceeding the
limit of the image’s influence force, the external image can be supported with the inter-
nal image. The image gap provides information about problems the organization has in
communicating. The bigger it is, the more concerns there will be about its future and its
further perception in both its internal and external environments. There is a square in
a matrix that represents the ideal image. This is the point the organization should strive
to reach each time.
OBJECTIVE AND METHODOLOGY OF THE RESEARCH
The aim of the quantitative research carried out in 2016 was to analyse the internal
and external images of ZETO-Rzeszów, and to translate the results into the fields of the
image objectives matrices along with an interpretation of individual indicators. The re-
search was a continuation of cyclically conducted measurements within the assessment
of ZETO-Rzeszów by its institutional clients and staff.
Compared to earlier editions of research conducted for the company, here a broad
range of research problems was broadened further, on the basis of an analysis of the
needs of staff and institutional clients. The organizational climate issues that employees
had reported in previous research projects were also taken into account. Additionally,
the consultation between ZETO’s management team and the management board made it
possible to develop a new and more complex form of tools (two questionnaires) that met
the company’s needs and set strategic goals. The image indicators battery thus developed
became the starting point for the current and future editions of the project, which will
greatly facilitate comparative analyses.
Figure 2 presents a diagram of the entire research process. It takes into account the use
of the image objectives matrix to measure public relations effects.
7. 126 D. Tworzydło, P. Szuba
AMME
Internal research
Image
ZETO
research on
O-RZESZÓW
Assessm
company'
ent of the
's image
External research
Direct questionnaire with
ZETO clients
Quantitative
methodology
image objectives matrix
Random employee
questionnaire among
ZETO employees
FIG. 2. Research methods and techniques used
Source: the authors’ own elaboration on the basis of image research done on ZETO-Rzeszów.
The results were analysed using a method to assess public relations effects in an or-
ganization. The method shows where the organization is located, and helps it to carry out
image transformations with an emphasis on preventing crisis situations and their effects.
A matrix is based on the results of quantitative research among internal and external
target groups with the assumption of uniform research trials and the universal nature of
the questionnaire during time intervals under analysis. “The selection of respondents in
particular groups must be made based on the principle of statistical measurement, assum-
ing the smallest error possible”.
EXTERNALAND INTERNAL IMAGES FROM ZETO-RZESZÓW IN 2016
– ANALYSIS RESULTS
Laterinthisarticle,thereisaclassificationofthefactorsthatmakeupZETO-Rzeszów’s
image along with average values, an analysis of the company’s image based on the results
of the 2016 edition, a separation of the image area for the years 2006–2016, the direction
of the image changes, an analysis of leading trends, and a description of how the image
gap was calculated and interpreted, showing the space that divides the organization from
achieving image perfection. Because image studies conducted in 2016 were based on
new, more detailed survey questionnaires, there were also changes in battery indicators
that co-create the image objectives matrix. The model used to aggregate variables of the
internal and external images of the entity studied was improved with key elements from
the perspective of the company’s management board. This made it possible to conduct
more precise analyses, which may be the starting point for the implementation of strategic
solutions based on a recommendation model, e.g. in the field of internal communication.
The current structure of the survey reflects ZETO’s operational strategy more ac-
curately, and takes into account the information obtained in previous research projects.
The battery of indicators designed for the research will henceforth be the starting point
for analyses in subsequent editions of research. When the research was begun, it was
assumed that the analysis would include two key target groups – ZETO employees and
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Annals of Marketing Management Economics Vol. 3, No 2, 2017
business clients. The selection of the unit of analysis was periodically maintained over
successive editions of the study, which is an extremely important component of the en-
tire research protocol. Also, the method of calculating matrix points and the image gap
remains unchanged, though the number of specific indicators changed due to the modi-
fication of tools, which are currently characterized by a high level of standardization.
Such a change makes it possible to apply analogous research procedures in subsequent
years. It is also possible to make a comparative analysis of results obtained in previous
editions. This year’s research relates to more in-depth image aspects, which allows for
a more effective implementation of the decision-making processes and solutions making
up ZETO-Rzeszów’s development direction.
In the course of the analyses, lists containing operationalized indicators aimed at de-
veloping the image objectives matrix for ZETO-Rzeszów were made. As regards how the
values are interpreted, it is assumed that the higher the score (from 0 up to 4), the better
the perception of a given component of the image is, both in terms of external clients
and internal staff. In the first case – external studies – 38 external quantitative indicators
were identified; they are summarized in Table 1. The company’s image consists not only
of soft, obvious and consequential aspects, e.g. from communication processes, but also
the hard assessment of a product offer or technological processes, which by becoming the
subject of assessment of the environment are sub-images/components of the company’s
overall image, and are therefore among the factors to be assessed and listed.
How the organization planned to shape its image can be divided into two basic fac-
tor groups: its state (declared values, standards of conduct, identity, strategies, degree of
declaration fulfilment, product offer, and other), and the intensity and quality of commu-
nication carried out not only by PR but other communication sub-systems in both internal
and external areas. Therefore, in the research cited in this article, a wide range of factors
affecting image is taken into account.
In the internal research, indicators based on the assessment of individual aspects were
used by ZETO-Rzeszów’s employees. The survey questionnaire contained 58 single
statements tested on a five-degree order scale, where 1 is the lowest negative grade, and
5 is the highest extreme positive grade. It was then necessary to adjust the measurement
to design requirements of the image objectives matrix. For this purpose, the answers were
placed on a 0-to-4 scale for each variable used. This maintained the scale’s sensitivity
while adjusting the values to the needs of the tool design. A large number of statements
implicated the need to categorize the values into broader thematic indexes. Finally, 13 in-
dexes aggregating individual internal quantitative indicators were designed. The compo-
nents of the indexes were analysed in a detailed internal research report. The results are
summarized in Table 2.
The results can be interpreted individually for each statement by means of the calcu-
lated average, and also in the synthetic view as the value of the whole index. We used the
second approach, which falls into the area of calculation of the image objectives matrix.
The index measurement scheme of the internal image is therefore based on the integrity
analysis procedure and the creation of new quantitative variables in the SPSS empirical
data analysis software by entering an appropriate numerical expression. The consistency
of the position is checked well in advance using a dedicated test, and the result of Alfa
9. 128 D. Tworzydło, P. Szuba
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TABLE 1. External image factors used to assess ZETO-Rzeszów (on a 0–4 scale)
Research area Indicator Average
Direct parameters
of company’s image
confidence level in the company 3.43
company assessment by friends and family of institutional clients 2.95
perception of ZETO employees as professionals 3.43
overall quality assessment of products and services 3.32
market position assessment 3.05
level of knowledge possessed on the company under study 2.65
availability of service and product information 3.11
presence in the media 1.61
honesty of activities 3.58
Assessment
of service quality
materiality level of services 2.97
solidity level of services 3.32
empathy level of services 3.31
reliability level of services 3.56
responsiveness level of services 3.39
Specialist software
range of assortment 3.23
degree of adaptability to customer needs 3.42
level of software modernity 3.33
software quality 3.40
failure-free operation of software 3.13
support for the implementation process 3.11
assessment of duration of the implementation process 3.04
Service
assessment of software service 3.06
assessment of hardware service (average for 6 categories) 3.51
service personnel’s service level 3.40
range of service assortment 3.08
degree of adaptability to customer needs 3.40
modernity level of services 3.38
quality of service 3.40
failure-free operation of service 3.36
ZETO’s employees
competence, professionalism 3.55
personal commitment, customer care 3.55
personal politeness 3.81
provision of full and comprehensive information 3.57
access to information while processing a case 3.45
customer satisfaction level with ZETO’s employees service 3.59
Financial conditions
assessment of price lists (average for 3 tested features) 3.42
satisfaction with price negotiations 3.03
assessment of prices offered by ZETO 1.84
Average for the vertical axis of the matrix (external image) 3.23
Source: the authors’ own elaboration on the basis of image research on ZETO-Rzeszów.
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Cronbach’s coefficient1
determines the possibility of combining several variables into one
valid index. At the index design phase, it is necessary to maintain a high level of research
awareness, especially in the sphere of question selection, since they must have compara-
ble response lists that differ in their level of order measurement and have the same direc-
tion at least. It must also be ensured that the questions relate to the same thematic subject.
The index is calculated on a scale to which values from 0 up to 4 are assigned, with the
lowest values being negative and the highest positive. The value obtained can also be
expressed as a percentage using standard ratios and interpretive intervals, which will bet-
ter illustrate the results obtained, though remain at the interval value level required for
matrix design. The entire calculation procedure is repeated until 13 individual values are
obtained, and on the basis of which the arithmetic average is calculated. This will be the
target position on the horizontal axis of the matrix representing the position occupied by
the subject under analysis with respect to its internal image.
Based on the data contained in the above two tables, the global average values were
calculated. These values are the points of two axes of the image objectives matrix, i.e. the
horizontal axis: internal image dimension, with an average of 2.8 (13 indexes), and the
vertical axis, with an average of 3.2 (38 indicators). This made it possible to locate ZETO-
-Rzeszów in one of the 16 squares of the matrix, and to make an appropriate analysis of
the position to which it was assigned.
1
The analysis was done using a statistics program. It was designed to indicate whether indi-
vidual elements that make up the scale check the same phenomenon, and takes values from 0 to 1.
Obtaining a score within the range of 0.7 means that the scale is reliable (its positions are consistent
and investigate the same phenomenon).
TABLE 2. The internal image factors for ZETO-Rzeszów (range of measurement from 0 to 4)
Research area Index Value
Internal image
Level of identification with company values (9 indicators) 3.61
Level of employee identification with ZETO (8 indicators) 2.78
CSR in the company (3 indicators) 3.12
Quality of the management model (5 indicators) 2.16
Quality of internal communication processes (5 indicators) 2.96
Assessment of the board’s communication competence (5 indicators) 2.93
Assessment of vertical communication: employee–manager (3 indicators) 3.45
Assessment of horizontal communication: employee–manager (4 indicators) 3.17
Opportunities for professional development in the company (3 indicators) 2.20
Assessment of the working environment (4 indicators) 3.13
Employee support level (3 indicators) 3.20
Effectiveness of the employee evaluation system (3 indicators) 2.16
Assessment of the motivating system (3 indicators) 1.86
Average for the horizontal axis of the matrix (internal image) 2.83
Source: the authors’ own elaboration on the basis of image research on ZETO-Rzeszów.
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ZETO-RZESZÓW’S IMAGE OBJECTIVES MATRIX FOR THE PERIOD
2006–2016
The success of research processes depends on their being methodologically correct,
though the cyclical nature of their implementation is also an issue. Especially when we
examine the image and the possible problems that may occur and which often translate into
an image crisis, it is important to be systematic. The results of the image studies carried out
in 2006–2016 for ZETO-Rzeszów are shown in the matrix described in Figure 3.
FIG. 3. Position of ZETO-Rzeszów on the image objectives matrix in 2006–2016
Source: the authors’ own elaboration based on ZETO-Rzeszów’s image research carried out among employees
and 200 institutional clients.
Point grids have been used in the presentation of the matrix to allow for a precise ob-
servation of the range of changes and their direction (Fig. 3). The research conducted at
ZETO-Rzeszów in 2016 made it possible to identify the image point with the following
parameters (2.8, 3.2). The company is located on the matrix in square B1, which is called
a stable situation field. ZETO has been in this field continuously since 2012. This is a very
good result for both internal and external image assessment. However, it must be assumed
that a strong image crisis can make ZETO’s position worse and cause the image to weaken,
which results in a change of the position on the matrix, such as a shift to square F2 due to
deterioration of the internal image or to C, if the external image deteriorates.
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The present situation calls for an in-depth analysis of these matrix components, re-
flected in the internal or external images which have been the least often assessed in im-
age studies. Particular attention should be paid to areas (listed in Tables 1 and 2) where
the average measured on a scale from 0 up to 4 did not exceed 2.50. This was true of our
case: the company’s presence in the media, evaluation of price level of the products of-
fered, the quality of the management model, development opportunities for employees,
the effectiveness of the employee evaluation system, and a reorganization of the system
of motivation. The recommendations resulting from the analysis should be the starting
point for decision-making processes of a remedial nature at hot spots.
The results of research done in 2014 and 2016 lead to the conclusion that ZETO has
significantly strengthened its internal image (growth by 0.5), while its external image has
consistently remained at a satisfactory level. Further, the company’s image location has
moved closer to square A, which symbolizes a very strong and crisis-free image. If ZETO
maintains an internal growth trend and equal status in the external dimension at least, it
will move into the image power square in the next edition.
Bearing in mind that the usefulness of image objective matrices is not focused solely
on crisis prevention and the organization’s present location diagnosis, a wider picture,
FIG. 4. The image area occupied by ZETO-Rzeszów in the years 2006–2016
Source: the authors’ own elaboration based on ZETO-Rzeszów’s image research carried out among employees
and 200 institutional clients.
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one that takes into account previous measurements, can be determined. This is possible
thanks to the cyclical use of the matrix, which systematizes research carried out in the
company and promotes their unification. Conducting research over an extended period of
times provides the opportunity to determine trends in the changes. Over the past decade,
eight editions of image studies were carried out for ZETO. During that time, the image
objectives matrix was used as a baseline assessment method. The material collected this
way is a valuable resource for identifying and analyzing the company’s activities between
2006 and 2016, as well as for confirming the usefulness of this method for measuring
the effects of communication activities. The following summarizes the image ZETO was
located in during the ten-year period.
The data obtained in the research indicates a stable image position for ZETO-Rzeszów
in the years 2006–2016. All changes and shifts occurred within two fields of the matrix
at high density only. This is in the image centre C square (2006–2010) and the stable
situation B1 square (2012–2016) – Figure 4. The distinguished image area field may
show that the company has a well-developed set of public relations tools and well-chosen
management and communication procedures with its immediate surroundings. Both in-
stitutional clients as well as staff members gave relatively high ratings to various image
components. However, there is still a risk that a possible crisis situation may weaken the
current image.
TREND ANALYSIS
The next element to be considered in the design of image activities is the analysis of
the trendline of changes due to the positions of particular points in subsequent editions.
Showing two dimensions of internal and external images on a single chart in a broader
perspective brings some interesting regularities to light. First and foremost, the compa-
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
2006 2007 2008 2009 2010 2012 2014 2016
Internal image External image
FIG. 5. Changes in ZETO-Rzeszów’s image in the period 2006–2016 (measurement using the scale
from 0 up to 4)
Source: the authors’ own elaboration on the basis of image research on ZETO-Rzeszów.
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ny’s external image received higher scores than did the internal image among the as-
signed groups of the surroundings. This is true throughout the decade. While the above
data may be positive, note that, especially when assuming the transitivity of the image,
the strength of the external image on the internal image is stronger than in the opposite sit-
uation. Moreover, an increase in the value of external image points in 2006–2014 can be
observed. In the ten-year period under analysis, the company’s external image remained
stable. The internal image, on the other hand, went through ups (2008–2010, 2012–2016)
and downs (2006–2008, 2010–2012). The smallest deviation between the axes on the im-
age objectives matrix occurred in 2006 (+0.1) in favour of the external image. The biggest
difference occurred in 2012 (+1.0), when the worst results for the point that determines
the internal image in the entire research history were found.
IMAGE GAPAND ITS INTERPRETATION
The last element of the analysis is based on calculating the image gap for ZETO-
Rzeszów and its comparison over the years. This is a factor that determines the company’s
distance from an ideal situation. The gap value closes in the range of 0 to 16 (the smaller
the gap, the less the difference between the state achieved and the one desired). The result
obtained based on the research shows the space that divides the organization from achiev-
ing a perfect image. To calculate the image gap, the following formula is used:
LW = (WW · WZ) – 16
where:
LW – image gap;
WW – value obtained from research on the internal image (2.8);
WZ – value obtained from research on the external image (3.2);
16 – number of image optimum and image maximum (at the same time).
TABLE 3. Values of the image gap over the last editions of the research (period 2006–2016
Categories 2006 2007 2008 2009 2010 2012 2014 2016
Internal image point (horizontal axis) 2.6 2.5 2.2 2.3 2.3 2.1 2.3 2.8
External image point (horizontal axis) 2.7 2.7 2.8 2.9 3.0 3.1 3.2 3.2
Image gap –8.98 –9.25 –9.84 –9.33 –9.10 –9.49 –8.64 –7.04
Deviation between research editions – +0.27 +0.59 –0.51 –0.23 +0.39 –0.85 –1.60
Image gap parameter (W or Z) W W W W W W W W
Ranking that includes all research editions III V VIII VI IV VII II I
Source: the authors’ own elaboration on the basis of image research on ZETO-Rzeszów
Compared to 2014, the overall image improved, as evidenced by the gap narrowing by
(1.60). In addition, in the analysed research edition, the image gap was the smallest in the
entire history of the research (–7.04), and the deviation itself also supports a significant
change in how ZETO-Rzeszów is perceived by the internal and external environments.
The company has a well-established position in the environment, which it developed over
years.
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ZETO still receives slightly higher ratings from outside parties than from employees.
This is also shown by parameter W, which signals that the internal environment of the
business is experiencing problems requiring active participation by employee teams and
the board. Parameter W is perceptible in all of the years included in the analysis. Moving
the value gap into five interpretive areas assigned to this factor – critical position, crisis
vulnerability position, moderate position, strong position, optimal position – allows us to
conclude that ZETO-Rzeszów had a strong image position in 2016.
The value of the image gap has decreased significantly since 2012, meaning ZETO-
-Rzeszów’s image is becoming better and better. The company is approaching the ideal
(4; 4) to which every organization should strive, even if it remains a theoretical reference
construct and cannot necessarily be achieved. Based on aggregate results of internal and
external research, a number of conclusions and decision-making recommendations can
be drawn concerning the image. Inter-period comparisons show that the results of the im-
age studies of this edition testify to the company’s strong position over the entire decade.
It not only reached the highest point defining the internal image on the horizontal axis
of the matrix, but also maintained the highest point on the vertical axis, which tracks the
external image. It was among the lowest found in the history of the research on deviations
between the matrix axes (3 out of 8), showing the company’s development to be uniform,
the lowest image gap among all previous measurements, and a significant move towards
square A, representing a strong image of a company resistant to negligible crises. Further-
more, the internal image in 2016 was significantly improved over scores for 2014, while
the external image oscillated constantly at a similarly high level. Finally, for years there
has been a tendency to better assess the external image from the inside, which requires,
for example, corrective actions in selected elements of the decision-making process.
CONCLUSIONS
Completed in three phases (external, internal, image assessment), the research project
enabled us to optimize the tools used for subsequent image studies, making it easy to see
the changes closely, taking into account their direction. ZETO’s management board has
received extensive material that, if appropriately used, will help show the direction the
company should be headed in the coming years. The opinions of institutional clients and
employees will help to determine the strategy for future activities.
Looking from the perspective of the many years the research was conducted over us-
ing an image objectives matrix, it may be concluded that the matrix fulfils its task.As new
methods of measuring public relations effects are sought, and as it becomes increasingly
difficult to identify hazards arising from changes in the environment, the matrix is a tool
that can capture the symptoms that could be triggered in critical situations. This method
also favours unification of research projects and allows for inter-period comparisons,
forcing executives to carry out research tasks for comparative purposes as the opportunity
arises. This way, management engaged in building the company’s image and identifying
the areas to be changed and improved becomes much more effective. This method can
also be an element of crisis support and can become the basis for a quick reaction. The
matrix makes it possible to compare long-term results obtained by the company, and
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Annals of Marketing Management Economics Vol. 3, No 2, 2017
make corrections to guide activities. Based on the research prepared for the matrix design,
it is easy to identify a number of more or less important factors that can strengthen or
weaken the perception of a company in its internal and external environments.
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Summary. This article presents the results of comprehensive research on image in the
internal and external environments of an organization. During the research, the method of
measuring the effect of public relations activities, i.e. the image objectives matrix, was also
verified. The above tool is used to determine the image position of an economic entity, and
to identify possible problems the entity must address in the range of its internal and external
communications. The main conclusion is: The research project, completed in three phases
(external, internal, image assessment), enabled us to optimize the dedicated tools for sub-
sequent image studies, making it easy to see the changes closely, taking into account their
direction. ZETO’s management board has received extensive material that, if appropriately
used, will have a direct impact on showing the direction in which the company should be
headed in the coming years. The opinions of institutional clients and employees will help to
determine the strategy for future activities.
Key words: public relations, measurement of effects of public relations activities, internal
and external communication, quantitative research, scale reliability analysis, image gap,
image objectives matrix
JEL: C18, M3
Corresponding author: Dariusz Tworzydło, University of Warsaw, Faculty of Journalism, In-
formation and Bibliography, Bednarska 2/4, 00-310 Warsaw, Poland, e-mail: dariusz@tworzy-
dlo.pl; Przemysław Szuba, Exacto Sp. z o.o., Department of Research and Strategic Analyses,
Siemieńskiego 20/38, 35-234 Rzeszów, Poland, e-mail: pszuba@exacto.pl
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