Public Relations
Gold Paper 10 April 1994
Quality Customer Satisfaction Public Relations
New Directions for Organisational Communication
This publication has been funded by a grant from Deutsche Bundespost Postdienst
© 1994 International Public Relations Association and the authors. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopied, recorded or otherwise, without written permission of the Copyright owner. First published April 1994.
Contents
Foreword Acknowledgements Introduction An overview of quality and customer Satisfaction in public relations An overview of customer satisfaction and image Measuring quality in public relations ISO 9000 – quality standards and Certification in public relations A “smorgasbord” of quality improvement Options in day-to-day operations Quality in different cultures and Environments A quality improvement program and the road ahead Appendix A: Satisfied customers – Our future Appendix B: Customer satisfaction and quality in public relations: A bibliography
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6 14 22
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Foreword
The series of IPRA Gold Papers, initiated in 1973, has now reached no. 10. Its aim is to stimulate debate within and around our association on topics to vital interest to us as public relations practitioners, educators, or researchers, and on the communication between organisations and their key publics – internally as well as externally. The first nine Gold Papers dealt with several of the key issues for our profession, such as education, research, and ethics.
This Gold Paper no. 10 contains a series of challenges to all public relations professionals – public relations officers, consultants, educators and researchers: o How do we meet new demands on us? o How do we improve our professionalism and our day-to-day quality? o How do we make better use of academic research in our work? o How do we spread the quality
Quality Customer Satisfaction Public Relations
New Directions for Organisational Communication
This publication has been funded by a grant from Deutsche Bundespost Postdienst
© 1994 International Public Relations Association and the authors. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopied, recorded or otherwise, without written permission of the Copyright owner. First published April 1994.
Contents
Foreword Acknowledgements Introduction An overview of quality and customer Satisfaction in public relations An overview of customer satisfaction and image Measuring quality in public relations ISO 9000 – quality standards and Certification in public relations A “smorgasbord” of quality improvement Options in day-to-day operations Quality in different cultures and Environments A quality improvement program and the road ahead Appendix A: Satisfied customers – Our future Appendix B: Customer satisfaction and quality in public relations: A bibliography
Page
3 4 5
6 14 22
28
36
39
46
47
51
Foreword
The series of IPRA Gold Papers, initiated in 1973, has now reached no. 10. Its aim is to stimulate debate within and around our association on topics to vital interest to us as public relations practitioners, educators, or researchers, and on the communication between organisations and their key publics – internally as well as externally. The first nine Gold Papers dealt with several of the key issues for our profession, such as education, research, and ethics.
This Gold Paper no. 10 contains a series of challenges to all public relations professionals – public relations officers, consultants, educators and researchers: o How do we meet new demands on us? o How do we improve our professionalism and our day-to-day quality? o How do we make better use of academic research in our work? o How do we spread the quality