Wybrane metody oceny skuteczności działań public relations
Selected Methods of Public Relations Activities Evaluation

Summary/Abstract: The article presents selected methods of evaluating public relations. There is a lack of research methods on public relations – PR specialists usually use social science research techniques. The most widely used technique is media monitoring, which is limited to media relations output. The image objective matrix allows an organisation to evaluate its image, which is the main scope of public relations activity.

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