Collaboration and conflict between agencies and clients

Public relations agencies are an important part of the public relations industry, but their relations with client organizations are rarely studied. There is more literature and studies in agency-client relations in advertising than in public relations. This paper reviews literature and reports results of an empirical study into perceptions of public relations agencies and their clients on the reasons for their cooperation and sources of conflict between them. Results show that agencies misperceive reasons for which they are hired and the sources of conflict in the relationship. The paper offers several suggestions about how to tackle the problem: notwithstanding rebranding into consultancies and firms, public relations agencies-client relations should be studied as a particular example of a broader family of agency-client relations. Also agencies should study and strategically manage relations with their clients, while being realistic about client organization’s needs – sometimes they just need additional arms and legs

Exploring the quality of social information disclosed in non-financial reports of Croatian companies

By enacting the provisions of Directive 2014/95/EU and the Croatian Accounting Act on disclosing non-financial and diversity information, companies of public interest registering 500 and more employees are required to disclose non-financial information. The purpose of this research is to assess the quality of disclosed social information in non- financial/sustainability reports of Croatian companies. The assessment of the social information was grounded on the framework defined by globally accepted sustainability reporting standards by assessing the quality of social subcategories of human rights, labour practice, community/society and product, measured by attributes of relevance, clarity, verifiability, comparability and clarity. With the overall quality score of 13.16 (out of possible 36), the results prove that Croatian companies do disclose certain social information, but the reliability of this information for benchmarking and competitiveness assessment is questionable, as a consensus on the minimum of information to be disclosed as a fundamental requirement for benchmarking has not yet been reached

Public relations metrics: research and evaluation

Responding to the increasing need in academia and the public relations profession, this volume presents the current state of knowledge in public relations measurement and evaluation. The book brings together ideas and methods that can be used throughout the world, and scholars and practitioners from the United States, Europe, Asia, and Africa are represented

Developing the Digital Communication Acceptance Scale (DICAS) for Measuring Employee Acceptance of Digital Communication Technologies in the Workplace

The study explores the impact of Digital Communication Technologies (DCT) on internal communication within organizations, focusing on employee acceptance. It introduces the Digital Communication Acceptance Scale (DICAS) to fill the gap in existing technology acceptance models, such as the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), which don’t consider factors critical in the context of internal communication. The research was conducted in three phases: item creation and expert review, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA). Results showed a six-factor model—Interaction Facilitation, Apprehension, Effort Expectancy, Performance Expectancy, Facilitating Conditions, and Social Influence—explaining 79.5% of the variance. Reliability of the scale was confirmed with high internal consistency (α = .918). DICAS allows organizations to assess employee attitudes toward DCT, offering practical insights for improving communication strategies and facilitating smoother digital transformations. The scale also addresses privacy concerns, social dynamics, and organizational support, providing a comprehensive framework to guide future research and practice in digital workplace communication

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