engleski

Evaluation of Public Relations: Theories and Methods

Evaluation of public relations presents a challenge for PR practitioners and scientists because unique evaluation model does not exist. This work focuses on theories and methods which are used in PR evaluation. Also analyses problems that are present in measurement of PR effectiveness. Above all it is a problem associated with different perspectives in defining the key roles of public relations. Other reasons are interdisciplinarity of the science and her youth. There is a need for defining fundamental scientific methods that can be used for evaluation of PR campaigns because nonscientific methods didn’t show reliable in practice. This work analyses custom PR methods as survey, content analysis, interview and focus groups. It also reviews new and innovative approaches in evaluation. When facing with the challenge and defining applicable evaluation model it is crucial to establish cooperation between PR practitioners and scientists.

public relations; evaluation; information and communication sciences; scientific methods

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