Performance Evaluation On Iternet PR

With the growth of the Internet and the popularity of Internet media,Corporate PR through the Internet becomes more and more important. According to a newspaper report, the Internet PR has become a main business to the PR company. However, the effect of the Internet PR has increased the confusion to the customer firms and the PR companies. In order to evaluate the effect of internet PR, the companies commonly have emphasized the quantity instead of the quality, which have consequentially hindered the development of Internet PR. Therefore, it is significant to develop a method to estimate the effect of internet PR through the proper evaluation contents, which will bring the great progress in internet PR.This article is divided into five chapters.Chapter I describes the concept of Internet PR and the correlation with other close sciences, and clarifies the object of study to estimate the effect of internet PR.Chapter II reviews the historical evolution in the studies of internet PR effect, consults the previous theories of others, and proceeds to link the studies about the assessment of internet PR effect to media performance and consumer response. Meanwhile, according to the differences in dissemination, they can be divided into three types, which are media PR, interactive communication and the PR through word of mouth. By combining each of these three types of PR with the forms and the characteristics of internet PR, we can get main contents for the assessment of internet PR effect.The third chapter, by considering the previous PR-related factors and their weighted percentage, asking the expert advice, and conducting research, develops a desirable evaluation method for each of the three PR types. First, through the meeting with expert panel, we summarize the main factors which can influence each of the three types of PR and the scoring rules for them. Through the questionnaire, we prove the feasibility of the scoring method for the important factors, and obtain statistical data to quantify the relative importance of various factors. Second, using the previous weighted percentage of multi-factors, we draw a new weighted percentage of each factor. Then, according to the findings of the survey, we set up the new scoring method of each factor. Finally, we summed the assessment methods of three types of internet PR effects; newspaper PR evaluation index(NEI), coactive pr evaluation index (CEI), personal pr evaluation index (PEI).In the ChapterⅣ, there is an introduction of real example of the cybermall "TUANGOU". In the evaluation about the cybermall TUANGOU in April 2011, TUANGOU and its 5 brand ranked top on the searching word list, and earned good reputation from consumers. TUANGOU also obtained a good evaluation about its 5 brand from the three types of PR. The results show that the observation of high-frequency words of the company and consumer preference index let us know the media's concern or consumer favorability about the company. If we assume all kinds of transmission occurred as company PR, and make a research under the circumstance of regarding internet PR as a unique method for company PR, we can know that the 5 brand of TUANGOU are enjoying good evaluation in the NEI, CEI, and PE, and having the consistent market share. Logically, the effect of the brand PR is closely connected with its market share. Therefore, the three indexes of NEI, CEI, and PEI can testify the feasibility to some extent. Of course, it is theoretically possible, but under the premise of case studies, this assessment also needs to rely on time, more testing and evaluation to be adjusted and optimized.In conclusion, the ChapterⅤof this article summarizes the applicability of the evaluation method for internet PR effect and its limitations, and offers prospects for the future through the comprehensive evaluation of the internet PR effect.