Methodological approaches to public relations’ effectiveness evaluation
Methodological approaches to public relations’ effectiveness evaluation

Summary/Abstract: This article analyses the scientific insights defining the public relations’ effectiveness and reflecting the variety of scientific research approaches as well as enabling the identification of the main features describing the PR effectiveness. The key focus is on critical analysis of PR effectiveness evaluation models. Based on the findings, pre-conditions for development of instruments of this kind are established. The key ones among them include complex nature, links with business and/or company performance, flexibility of application and dynamism. The article aims at substantiating this statement through theoretical analysis.

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