engleski

Evaluation of public relations - theories and methods

Evaluation of public relations represents a challenge for PR practitioners and scientists. This paper focuses on theories and methods which are used in PR evaluation. The author defines PR evaluation and observes the role of public relations through systems theory. The insight into Jim Macnamara's evaluation model helps in determining the effects of public relations. Information science and the role of PR as a scientific discipline are defined for further understanding of evaluation. The article focuses on the use of information technology and changes in the communication process. It describes traditional and new methods that are used in PR evaluation. Also gives an overview of custom PR methods as survey, content analysis, interview and focus groups with a look on new and innovative approaches. The author points out the possible directions in evaluation of public relations.

public relations, evaluation, systems theory, PR effects, information science, information technology

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