MEASURING THE EFFECTIVENESS PUBLIC RELATIONS PROGRAMS

Abstract

The demand for measuring the effectiveness of PR is determined by the ever-increasing accountability requirements, necessity for timely identification of the problems and selection of appropriate methods and measures for their solution. Theoretical study allows stating that the measurement of program effectiveness informs about the past and future directions of PR, facilitates the management of the PR process and enhances the strategic role of PR in the company, however only provided that the PR effectiveness measurement is carried out in an integrated manner and from the very beginning of PR. Based on the main elements PR effectiveness measurement complex - analysis of objectives, quality assessment of communication material and assessment of output, outtake and outcomes of PR efficiency, - measurement criteria of PR program effectiveness are being analyzed in the article.