The Development of a Questionnaire for Measuring the Quality of the Work of the PR Department in Organizations

Abstract

This paper presents the development of a questionnaire for measuring the quality of the work of the PR department (office, sector) in organizations. For this purpose, the necessary research was carried out with experts in the field of public relations, and the statistical methods of exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used. The research was conducted in Serbia. As a result of these procedures and analysis, a questionnaire was prepared for measuring the quality of the work of the PR department in organizations. The questionnaire consists of 5 dimensions and 16 items. The dimensions are as follows: ethical and responsible action, proactive and quality action, strategic and effective action, media relations and internal public relations. The questionnaire can be widely applied, both in practical terms and in a theoretical (scientific) sense. The basic practical application of the questionnaire involves evaluating PR department according to the set items and dimensions. In a scientific sense, the questionnaire can be used to examine the impact of various aspects of organizational behaviour on the quality of the work of the PR department, as well as the impact of the quality of the work of the PR department on different aspects of financial and organizational performance.