‫ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﻤؤﺛﺮﺓ ﻋﻠﻰ ﻗﻴﺎﺱ ﻓﺎﻋﻠﻴﺔ ﺑﺮﺍﻣﺞ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ﺑﺎﻟﻬﻴﺌﺔ ﺍﻟﻌﺎﻣﺔ ﻟﻼﺳﺘﺜﻤﺎﺭ‬ ‫ﺍﻟﻌﻨﻮﺍﻥ‪:‬‬

‫ﻭﺍﻧﻌﻜﺎﺳﺎﺗﻬﺎ ﻋﻠﻰ ﺻﻮﺭﺗﻬﺎ ﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ‪ :‬ﺩﺭﺍﺳﺔ ﺗﻄﺒﻴﻘﻴﺔ ﻋﻠﻰ ﺍﻟﻬﻴﺌﺔ ﺍﻟﻌﺎﻣﺔ ﻟﻼﺳﺘﺜﻤﺎﺭ‬
‫ﻣﺠﻠﺔ ﻛﻠﻴﺔ ﺍﻵﺩﺍﺏ‬ ‫ﺍﻟﻤﺼﺪﺭ‪:‬‬
‫ﺟﺎﻣﻌﺔ ﺳﻮﻫﺎﺝ ‪ -‬ﻛﻠﻴﺔ ﺍﻵﺩﺍﺏ‬ ‫‪‬‬ ‫ﺍﻟﻨﺎﺷﺮ‪:‬‬
‫ﺃﺣﻤﺪ‪ ،‬ﺳﻤﻴﺔ ﻋﺒﺪﺍﻟﺮﺍﺿﻲ‬ ‫ﺍﻟﻤؤﻟﻒ ﺍﻟﺮﺋﻴﺴﻲ‪:‬‬
‫ﻉ‪ ,55‬ﺝ‪2‬‬ ‫ﺍﻟﻤﺠﻠﺪ‪/‬ﺍﻟﻌﺪﺩ‪:‬‬
‫ﻧﻌﻢ‬ ‫ﻣﺤﻜﻤﺔ‪:‬‬
‫‪2020‬‬ ‫ﺍﻟﺘﺎﺭﻳﺦ ﺍﻟﻤﻴﻼﺩﻱ‪:‬‬
‫ﺃﺑﺮﻳﻞ‬ ‫ﺍﻟﺸﻬﺮ‪:‬‬
‫‪355 - 383‬‬ ‫ﺍﻟﺼﻔﺤﺎﺕ‪:‬‬
‫‪1100252‬‬ ‫ﺭﻗﻢ ‪:MD‬‬
‫ﺑﺤﻮﺙ ﻭﻣﻘﺎﻻﺕ‬ ‫ﻧﻮﻉ ﺍﻟﻤﺤﺘﻮﻯ‪:‬‬
‫‪Arabic‬‬ ‫ﺍﻟﻠﻐﺔ‪:‬‬
‫‪HumanIndex‬‬ ‫ﻗﻮﺍﻋﺪ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ‪:‬‬
‫ﺍﻟﺴﻴﺎﺳﺔ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‪ ،‬ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ‪ ،‬ﺍﻻﺳﺘﺜﻤﺎﺭ‪ ،‬ﻣﺼﺮ‬ ‫ﻣﻮﺍﺿﻴﻊ‪:‬‬
‫‪http://search.mandumah.com/Record/1100252‬‬ ‫ﺭﺍﺑﻂ‪:‬‬

‫‪4‬‬
‫‪The Institute For Public Relations Commission On PR‬‬
‫‪Measurement And Evaluation University Of Florida Guidelines For‬‬
‫‪Measuring The Effectiveness Of Pr Programs And Activities,P2‬‬
‫‪www.instituteforpr.com‬‬
‫© ‪ 2023‬ﺍﻟﻤﻨﻈﻮﻣﺔ‪ .‬ﺟﻤﻴﻊ ﺍﻟﺤﻘﻮﻕ ﻣﺤﻔﻮﻇﺔ‪.‬‬
‫ﻫﺬﻩ ﺍﻟﻤﺎﺩﺓ ﻣﺘﺎﺣﺔ ﺑﻨﺎﺀ ﻋﻠﻰ ﺍﻹﺗﻔﺎﻕ ﺍﻟﻤﻮﻗﻊ ﻣﻊ ﺃﺻﺤﺎﺏ ﺣﻘﻮﻕ ﺍﻟﻨﺸﺮ‪ ،‬ﻋﻠﻤﺎ ﺃﻥ ﺟﻤﻴﻊ ﺣﻘﻮﻕ ﺍﻟﻨﺸﺮ ﻣﺤﻔﻮﻇﺔ‪ .‬ﻳﻤﻜﻨﻚ ﺗﺤﻤﻴﻞ ﺃﻭ ﻃﺒﺎﻋﺔ ﻫﺬﻩ ﺍﻟﻤﺎﺩﺓ ﻟﻼﺳﺘﺨﺪﺍﻡ‬
‫ﺍﻟﺸﺨﺼﻲ ﻓﻘﻂ‪ ،‬ﻭﻳﻤﻨﻊ ﺍﻟﻨﺴﺦ ﺃﻭ ﺍﻟﺘﺤﻮﻳﻞ ﺃﻭ ﺍﻟﻨﺸﺮ ﻋﺒﺮ ﺃﻱ ﻭﺳﻴﻠﺔ )ﻣﺜﻞ ﻣﻮﺍﻗﻊ ﺍﻻﻧﺘﺮﻧﺖ ﺃﻭ ﺍﻟﺒﺮﻳﺪ ﺍﻻﻟﻜﺘﺮﻭﻧﻲ( ﺩﻭﻥ ﺗﺼﺮﻳﺢ ﺧﻄﻲ ﻣﻦ ﺃﺻﺤﺎﺏ ﺣﻘﻮﻕ ﺍﻟﻨﺸﺮ ﺃﻭ‬
‫ﺍﻟﻤﻨﻈﻮﻣﺔ‪.‬‬
 ‫ﻟﻺﺳﺘﺸﻬﺎﺩ ﺑﻬﺬﺍ ﺍﻟﺒﺤﺚ ﻗﻢ ﺑﻨﺴﺦ ﺍﻟﺒﻴﺎﻧﺎﺕ ﺍﻟﺘﺎﻟﻴﺔ ﺣﺴﺐ ﺇﺳﻠﻮﺏ ﺍﻹﺳﺘﺸﻬﺎﺩ ﺍﻟﻤﻄﻠﻮﺏ‪:‬‬

‫ﺇﺳﻠﻮﺏ ‪APA‬‬
‫ﺃﺣﻤﺪ‪ ،‬ﺳﻤﻴﺔ ﻋﺒﺪﺍﻟﺮﺍﺿﻲ‪ .(2020) .‬ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﻤؤﺛﺮﺓ ﻋﻠﻰ ﻗﻴﺎﺱ ﻓﺎﻋﻠﻴﺔ ﺑﺮﺍﻣﺞ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ﺑﺎﻟﻬﻴﺌﺔ ﺍﻟﻌﺎﻣﺔ‬
‫ﻟﻼﺳﺘﺜﻤﺎﺭ‪ ‬ﻭﺍﻧﻌﻜﺎﺳﺎﺗﻬﺎ ﻋﻠﻰ ﺻﻮﺭﺗﻬﺎ ﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ‪ :‬ﺩﺭﺍﺳﺔ ﺗﻄﺒﻴﻘﻴﺔ ﻋﻠﻰ ﺍﻟﻬﻴﺌﺔ ﺍﻟﻌﺎﻣﺔ ﻟﻼﺳﺘﺜﻤﺎﺭ‪.‬ﻣﺠﻠﺔ ﻛﻠﻴﺔ‬
‫ﺍﻵﺩﺍﺏ‪ ،‬ﻉ‪ ,55‬ﺝ‪ .383 - 355 ،2‬ﻣﺴﺘﺮﺟﻊ ﻣﻦ ‪1100252/Record/com.mandumah.search//:http‬‬
‫ﺇﺳﻠﻮﺏ ‪MLA‬‬
‫ﺃﺣﻤﺪ‪ ،‬ﺳﻤﻴﺔ ﻋﺒﺪﺍﻟﺮﺍﺿﻲ‪" .‬ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﻤؤﺛﺮﺓ ﻋﻠﻰ ﻗﻴﺎﺱ ﻓﺎﻋﻠﻴﺔ ﺑﺮﺍﻣﺞ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ﺑﺎﻟﻬﻴﺌﺔ ﺍﻟﻌﺎﻣﺔ ﻟﻼﺳﺘﺜﻤﺎﺭ‬
‫ﻭﺍﻧﻌﻜﺎﺳﺎﺗﻬﺎ ﻋﻠﻰ ﺻﻮﺭﺗﻬﺎ ﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ‪ :‬ﺩﺭﺍﺳﺔ ﺗﻄﺒﻴﻘﻴﺔ ﻋﻠﻰ ﺍﻟﻬﻴﺌﺔ ﺍﻟﻌﺎﻣﺔ ﻟﻼﺳﺘﺜﻤﺎﺭ‪".‬ﻣﺠﻠﺔ ﻛﻠﻴﺔ ﺍﻵﺩﺍﺏﻉ‪ ,55‬ﺝ‪2‬‬
‫)‪ .383 - 355 :(2020‬ﻣﺴﺘﺮﺟﻊ ﻣﻦ ‪1100252/Record/com.mandumah.search//:http‬‬

‫‪4‬‬
‫‪The Institute For Public Relations Commission On PR‬‬
‫‪Measurement And Evaluation University Of Florida Guidelines For‬‬
‫‪Measuring The Effectiveness Of Pr Programs And Activities,P2‬‬
‫‪www.instituteforpr.com‬‬
‫© ‪ 2023‬ﺍﻟﻤﻨﻈﻮﻣﺔ‪ .‬ﺟﻤﻴﻊ ﺍﻟﺤﻘﻮﻕ ﻣﺤﻔﻮﻇﺔ‪.‬‬
‫ﻫﺬﻩ ﺍﻟﻤﺎﺩﺓ ﻣﺘﺎﺣﺔ ﺑﻨﺎﺀ ﻋﻠﻰ ﺍﻹﺗﻔﺎﻕ ﺍﻟﻤﻮﻗﻊ ﻣﻊ ﺃﺻﺤﺎﺏ ﺣﻘﻮﻕ ﺍﻟﻨﺸﺮ‪ ،‬ﻋﻠﻤﺎ ﺃﻥ ﺟﻤﻴﻊ ﺣﻘﻮﻕ ﺍﻟﻨﺸﺮ ﻣﺤﻔﻮﻇﺔ‪ .‬ﻳﻤﻜﻨﻚ ﺗﺤﻤﻴﻞ ﺃﻭ ﻃﺒﺎﻋﺔ ﻫﺬﻩ ﺍﻟﻤﺎﺩﺓ ﻟﻼﺳﺘﺨﺪﺍﻡ‬
‫ﺍﻟﺸﺨﺼﻲ ﻓﻘﻂ‪ ،‬ﻭﻳﻤﻨﻊ ﺍﻟﻨﺴﺦ ﺃﻭ ﺍﻟﺘﺤﻮﻳﻞ ﺃﻭ ﺍﻟﻨﺸﺮ ﻋﺒﺮ ﺃﻱ ﻭﺳﻴﻠﺔ )ﻣﺜﻞ ﻣﻮﺍﻗﻊ ﺍﻻﻧﺘﺮﻧﺖ ﺃﻭ ﺍﻟﺒﺮﻳﺪ ﺍﻻﻟﻜﺘﺮﻭﻧﻲ( ﺩﻭﻥ ﺗﺼﺮﻳﺢ ﺧﻄﻲ ﻣﻦ ﺃﺻﺤﺎﺏ ﺣﻘﻮﻕ ﺍﻟﻨﺸﺮ ﺃﻭ‬
‫ﺍﻟﻤﻨﻈﻮﻣﺔ‪.‬‬
 

4
The Institute For Public Relations Commission On PR
Measurement And Evaluation University Of Florida Guidelines For
Measuring The Effectiveness Of Pr Programs And Activities,P2
www.instituteforpr.com
 (

5
- Kim, Y. (2001). Measuring the economic value of public
relations.Journal of Public Relations Research, 13(1), 3-26.
6
- Rotimi Williams OlatunjiManaging Measurement and Evaluation

Reputational Value Chain.

Availablefrom:https://www.researchgate.net/publication/309494434
_Managing_Measurement_and_Evaluation_in_Public_Relations_P
ractice_and_its_Relevance_for_Nigeria's_Reputational_Value_Ch
ain
- Rinrattanakorn, P. (2016). Public Relations Campaign, 39-56.
[Online]. Available:
http://www.east.spu.ac.th/journal/booksearch/upload/68-
public_relation.pdf accessed 6 July, 2016
Jon White and John Blamphin

Edith Gae Synott

Cowan

the Public Relations Society of America

1996 Linda Hon

Gaunt, R., &

Wright, D. (2004)

7
- White, J., & Blamphin, J. (1994). Priorities for research into
public relations practice in the United Kingdom, London, City
University Business School and Rapier Marketing
8
Macnamara, J. (1996). Measuring public relations and public
affairs. Paper presented to IIR conference,Sydney.
9
- Weiner, M. (1995, March). Put client 'values' ahead of newsclips
when measuring PR.PR Services, p. 48.
10
- Linda Hon, What Have You Done for Me Lately?": Exploring
Effectiveness in Public Relations, Paper presented at the Annual
Meeting of the Association for Education in Journalism and
MassCommunication (79th, Anaheim, CA, August 10-13,1996).
 Baerns

Dozier, D and Repper,

F

11
Wright D, Gaunt R, Leggetter B, Daniels M and Zerfass A(2009)
Global survey of communications measurement 2009 final report.
London, UK: Association for Measurement and Evaluation of
Communication. Available at http://amecorg.com/wp-
content/uploads/2011/08/Global-Survey-
Communications_Measuremen
12
- Baerns, B (1993) Understanding and development of public
relations in Germany,East and West, in Proceedings of the 2nd
European seminar for Teachers,Practitioners and Researchers,
Prague
13
Dozier, D and Repper, F (1992) Research firms and public
relations practices, in Excellence in Public Relations and
Communication Management, ed JE Grunig, Lawrence Erlbaum
Associates, NJ
,

.
.
 .

https://www.gafi.gov.eg/Arabic/AboutUs/Pages/default.aspx
-
28
https://site.eastlaws.com/GeneralSearch/Home/ArticlesTDetails?M
asterID=2737&MasterID=2737

28 .
https://site.eastlaws.com/GeneralSearch/Home/ArticlesTDetails?M
asterID=270912&MasterID=270912
:
Retest
(

D. Ross (1972), D. Dinesh

and E. Palmer (1998), S. Harrison (2000), A. Gregory
the (2001),
management by objectives theory (MBO).
P.
Kitchen (1997) and T. Watson (1997)

Ross, R. D. (1972). New Dimensions for PR with

Management by Objectives. Advanced Management Journal, vol.
37, no. 3.
Dinesh, D., Palmer, E. (1998). Management by objectives
and the Balanced Scorecard: will Rome fall again? Management
Decision, vol. 36, no. 6, p. 363-369..
Harrison, S. Public Relations. (2000). An Introduction. USA:
Thomson
Gregory, A. (2001). Public relations and evaluation: does
the reality match the rhetoric? Journal of Marketing
Communications, vol. 7, no. 3, p. 171-189.
21
- Lina Kazokien: LinaKazokien (2011).Methodological

Changes In Social And Business Environment (Cisabe), Issue: The

4th International Conference,.p91
 Lesly (1986)

Walter K. Lindenmann

22
- Lesly, P. Multiple measurements of public relations. Public
Relations Review, 1986, vol. 12, no. 2, p. 3-8.
23
Walter K. Lindenmann:Guidelines For Measuring The
Effectiveness Of Prprograms And Activities, The Institute For
Public Relations, 1997-2003 ,p5-8
Available at : www.instituteforpr.com

25
- Kazokien, L., Stravinskien, J. :Measuring the Effectiviness
Public relations programs. International Conference Economics
and management, 14. Kaunas : Technologija,2009 ,PP. 421-429
Public Relations Outputs
Measurement

Public relations Outtakes Measurement

Public relations outcome

Measurement

26
- Smith, R. D : Strategic Planning for Public Relations, 2ed,
Lawrence Erlbaum associates, p. 408
27
- Lina Kazokiene, Jurgita Stravinskiene.( 2011) Criteria for the
Evaluation of Public Relations Effectiveness, Inzinerine
Ekonomika-Engineering Economics, Vol. 22,No1,p.95
28 -
Walter K. Lindenmann: Guidelines For Measuringthe
Effectiveness Of PR Programs And Activities And Activities,op.cit
p.6
29 Walter K. Lindenmann: Public Relations Research for
Planning and Evaluation, Institute for Public Relations ,p.15
Available at : www.instituteforpr.com
 World Communication

2005 Branford

31

Comprehension.
http://comprehension.prsa.org/?p=628
32
- Bransford, K. (2005). Just measure. Communications World,
22(1), 16-21.
 Grantham

33
- Grantham, Vieira and Trinchero Public Relations Journal
Vol. 5, No. 3, 2011
1) White, J., & Blamphin, J. (1994). Priorities for
research into public relations practice in the United
Kingdom, London, City University Business School
and Rapier Marketing
2) Macnamara, J. (1996). Measuring public relations
and public affairs. Paper presented to IIR
conference,Sydney.
 3) Weiner, M. (1995, March). Put client 'values' ahead
of newsclips when measuring PR.PR Services, p.
48.
4) Linda Hon, What Have You Done for Me Lately?":
Exploring
Effectiveness in Public Relations, Paper presented at the
Annual Meeting of the Association for Education in
Journalism and MassCommunication (79th, Anaheim, CA,
August 10-13,1996).
5) Wright D, Gaunt R, Leggetter B, Daniels M and
Zerfass A(2009) Global survey of communications
measurement 2009 final report. London, UK:
Association for Measurement and Evaluation of
Communication. Available at
http://amecorg.com/wp-
content/uploads/2011/08/Global-Survey-
Communications_Measuremen
6) Baerns, B (1993) Understanding and development
of public relations in Germany,East and West, in
Proceedings of the 2nd European seminar for
Teachers,Practitioners and Researchers, Prague
7) Dozier, D and Repper, F (1992) Research firms and
public relations practices, in Excellence in Public
Relations and Communication Management, ed JE
Grunig, Lawrence Erlbaum Associates, NJ
8) Ross, R. D. (1972). New Dimensions for PR with
Management by Objectives. Advanced Management
Journal, vol. 37, no. 3.
 9) Dinesh, D., Palmer, E. (1998). Management by
objectives and the Balanced Scorecard: will Rome
fall again? Management Decision, vol. 36, no. 6, p.
363-369..
10) Harrison, S. Public Relations. (2000). An
Introduction. USA: Thomson
11) Gregory, A. (2001). Public relations and evaluation:
does the reality match the rhetoric? Journal of
Marketing Communications, vol. 7, no. 3, p. 171-
189.

12) Lina Kazokien: LinaKazokien (2011).Methodological

Evaluation, Changes In Social And Business

Environment (Cisabe), Issue: The 4th International
Conference,.
13) Lesly, P. Multiple measurements of public relations.
Public Relations Review, 1986, vol. 12, no. 2, p. 3-8.
14) Walter K. Lindenmann:Guidelines For Measuring
The Effectiveness Of Prprograms And Activities,
The Institute For Public Relations, 1997-2003 ,p5-8
,Available at : www.instituteforpr.com
15) Kazokien, L., Stravinskien, J. :Measuring the
Effectiviness Public relations programs.
International Conference Economics and
management, 14. Kaunas : Technologija,2009 ,PP.
421-429
16) Smith, R. D : Strategic Planning for Public
Relations, 2ed, Lawrence Erlbaum associates, p.
408
17) Lina Kazokiene, Jurgita Stravinskiene.( 2011)
Criteria for the Evaluation of Public Relations
Effectiveness, Inzinerine Ekonomika-Engineering
Economics, Vol. 22,No1,,p.95
18) Walter K. Lindenmann(2006) Public Relations
Research for Planning and Evaluation, Institute for
Public Relations,
Available at : www.instituteforpr.com

count. Comprehension.
http://comprehension.prsa.org/?p=628
19) Bransford, K. (2005). Just measure.
Communications World, 22(1), 16-21.
20) Grantham, Vieira and Trinchero Public Relations
Journal Vol. 5, No. 3, 2011
21) The Institute For Public Relations Commission On
PR Measurement And Evaluation University Of
Florida Guidelines For Measuring The
Effectiveness Of Pr Programs And Activities,P2
www.instituteforpr.com

22) Kim, Y. (2001). Measuring the economic value of

public relations.Journal of Public Relations
Research, 13(1), 3-26.
Rotimi Williams OlatunjiManaging Measurement and
Evaluation in Public Relations Practice and its Relevance
.
Availablefrom:https://www.researchgate.net/publication/3
09494434_Managing_Measurement_and_Evaluation_in_P
ublic_Relations_Practice_and_its_Relevance_for_Nigeria'
s_Reputational_Value_Chain
23) Rinrattanakorn, P. (2016). Public Relations
Campaign, 39-56. [Online]. Available:
http://www.east.spu.ac.th/journal/booksearch/uploa
d/68-public_relation.pdf accessed 6 July, 2016

https://www.gafi.gov.eg/Arabic/AboutUs/Pages/default.as
px

https://site.eastlaws.com/GeneralSearch/Home/ArticlesT
Details?MasterID=2737&MasterID=2737

https://site.eastlaws.com/GeneralSearch/Home/ArticlesT
Details?MasterID=270912&MasterID=270912
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