TY - THES AU - Venzin, Vanessa Sarina T1 - Measuring Effectiveness of Zai’s Public Relations T4 - An application of PR theory to the Zai case DA - 2013 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Schlange, Lutz E. AB - Public relations is the most misunderstood field of communication, however, it can be one of the most cost-effective tools of communication. These days, in the fast moving economy, advertising costs are increasing dramatically whereas customer reach is dropping. The use of various Public Relations techniques is crucial and beneficial with the intention of distinguishing a company from its competitors. In order to discover the most effective promotional tool, an evaluation of the public relations activity has to be carried out. There are many different models so as to evaluate the public relations activity in literature, though, no model is agreed upon. This bachelor thesis gives profound knowledge in the field of public relations and its activities. Furthermore, the seven main criteria for the evaluation of public relations are demonstrated. Based on these criteria, the «Integrated PR-Evaluation Model of Besson» is used as a basis for establishing a guideline regarding the measurement of public relations of Zai. The purpose of this bachelor thesis is to present a guideline for measuring the public relations activity of Zai by giving them a hands-on tool for future PR activities. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -