A qualitative study and a measurement and evaluation of public relations social media campaigns in Cyprus

This qualitative study was conducted with the purposes of: a) understanding the objectives of public relations practitioners in Cyprus; b) identifying the manner public relation practitioners measure and evaluate the effectiveness of social media campaigns; and c) finding the factors that hinder effective measurement and evaluation of public relations social media campaigns. Data were collected from 86 public relations practitioners in Cyprus using a four-item open-ended interview protocol. It was identified that public relations practitioners in the country focus on creating mutual relationships with the public and planning communication to support the organisation's objectives. Public relations practitioners in Cyprus use benefit-cost ratio; cost-effectiveness analysis; and brand awareness, knowledge, and information-gathering surveys to measure and evaluate public relations social media campaigns. Effective evaluation and measurement are essential in public relations, but in Cyprus, the processes are hindered by a lack of: a) adequate budget allocation; b) consensus on the measurement and evaluation approaches; and c) tested theories or models.