Applying grey relational analysis to select the optimal public relations agency for the high-tech industry

This study develops a model for selecting public relations (PR) agencies based on high-tech industrial perceptions. The proposed model adopts “nomina; group technique (NGT)” to identify suitable assessment criteria for selecting PR agencies, and then applies the “Grey Relational Analysis (GRA)” to rank alternatives and select the optimum PR firm for the high-tech industry. Furthermore, this study uses the example of a renowned high-tech communications manufacturer in Taiwan to demonstrate the effectiveness of the model in PR firm selection. The proposed model helps high-tech enterprises to effectively select PR agencies, making it highly applicable in academia and commerce.