Dataset of Stakeholders
Description
This paper presents the data collected from all the stakeholders/public associated with PR activities, in the months of June-September 2022 in the Indian subcontinent that estimates the mediating role of return on investment (ROI) between Public Relations activities and PR effectiveness. The data provided are samples of stakeholders/public associated with PR activities across India. Since PR effectiveness area in PR has been sparsely studied in last few years, therefore the data has a significant representation of the PR activities as well as evaluation methods adopted by PR professionals. Researcher collected a total number of 320 online responses for the dataset through convenience sampling method. Out of 320, a total number of 295 people answered all of the questions in the questionnaire without missing values. A dataset of 295 respondents was acquired for measuring the mediating role of ROI between PR activities and PR effectiveness. The researcher personally contacted the authors whose scales were adopted. Researcher requested them to use their scales and their prior permission was taken for their adoption in this research article. The researcher also took their permission to remove and re-phrase certain items as per the requirement of this research work. For increasing the diversity of our survey, we have solicited responses through google Forms, linkedin and personal e-mails. We have requested our known respondents from such sources to forward the survey solicitation email, questionnaire to their contacts. After around four months of continuous follow-up exercises, we have received 320 on-line responses (total for both the datasets). The total numbers of completed sample responses considered for further analysis were 295. Therefore, the response rate was 92.18 percent. Out of 295 sample respondents, 176 subjects (60 percent) were male, while 119 (40 percent) were female respondents. In the dataset, around 26 percent of respondents were working as PR executives and managers across various organizations, around 35 percent of respondents were internal public, Journalists, influencers, Government officials, event sponsors, educational sectors, etc. and rest 39 percent were a mix of trainees, higher management, social media managers, etc. In the type of organizations, around 110respondents (37 percent) were from PR agencies. Rest 63 percent were from government organizations, corporations, educational sectors are others. The educational qualifications of the respondents were segregated into masters’ degree, bachelor’s degree, PhD doctorate and others. Out of the 295 respondents of the dataset, 37.28 percent of respondents had masters’ degree, 42.37 percent had bachelor’s degree, around 6.7 percent were doctorates and rest were in others category.