A Study on Public Relations Performance Evaluation (PRPE) Model to Accelerate Public Relations Practice at Universities in Bangladesh

Abstract

Public Relations (PR) has been demarcated as an essential apparatus in the modern era that contributes to numerous means to endorse the images of an organization. The purpose of this study is to propose a comprehensive model to evaluate the performance of Public Relations at universities. This study follows both the quantitative and qualitative research methodology and reveals that the practice of public relations at the universities in Bangladesh is not up to the mark; even in many universities, it does not have any existence. The universities which have been practising it still have a lack of manpower, inadequate infrastructure, insufficient modern equipment and technology, unsatisfactory support from the concerned authorities and, budget scanty. In this backdrop, this study shows a significant positive relation of the independent variable to PR performance (independent variables p<0.5) and establish a model to evaluate public relations practice in the universities.