Question

Discuss the purpose of measurement of production and important elements a public relations professional needs to understand about this measurement.

Answer 1

The purpose of the measurement of production or analyzing the productivity of the organization is determining output for per unit of input. In other words, measuring productivity refers to the ratio of output to the inputs that were used in the production process. Measurement of production is a crucial factor for an organization as it is a measurement of the organization’s performance. Growth in the production helps the organization to gain profits.

The main objective of a Public Relations professional is to establish good relationship between the organization and the public. They help to build the reputation of the organization through their sustained efforts. In order to achieve the goals of their role to establish a good image of the organization, it is important that the public relations professional understand the productivity and profits of the organization. They need to also understand how these factors add value to the consumers and the public. The key role of the public relations professional is to understand the productivity and profits of the organization to speak and act on behalf of the organization.

The important elements a public relations professional needs to understand about this measurement are-

- Productivity ratio – output/input

- Profit margin

- Market share in the industry

- Competition in the industry

- Media content and its measurement

- Evaluation of the existing image among the public

- How PR strategies would gain ROI (Return on Investments), etc

Thus, it is pertinent to say that the public relations professional needs to consider the productivity also in formulating their strategies.

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