Analysis of Approaches to the Evaluation of the Efficiency of PR-Campaigns

International Conference on Global Business, Economics, Finance and Social Sciences (ICGBEFSS). Pune, Maharashtra, India. 2 December 2018

4 Pages Posted: 15 Dec 2018

See all articles by Mariia Rubtcova

Mariia Rubtcova

North- West Institute of Management-branch of RANEPA

Oleg Pavenkov

Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) - Moscow Campus

Date Written: November 22, 2018

Abstract

The paper is devoted to the analysis of approaches to the evaluation of the efficiency of PR-campaigns. We paid particular attention to optimizing the use of models by PR-specialists. We discussed the existing research models of evaluating the effectiveness of public relations activities. We made the conclusion P. Noble and T. Watson created a unified evaluation model, with the aim to combine all the best of all the existing models and develop a certain approach. Other models are more complement each other rather than offer any alternative solution.

Suggested Citation

Rubtcova, Mariia and Pavenkov, Oleg, Analysis of Approaches to the Evaluation of the Efficiency of PR-Campaigns (November 22, 2018). International Conference on Global Business, Economics, Finance and Social Sciences (ICGBEFSS). Pune, Maharashtra, India. 2 December 2018, Available at SSRN: https://ssrn.com/abstract=3289237

Mariia Rubtcova (Contact Author)

North- West Institute of Management-branch of RANEPA ( email )

St.Petersburg
Russia

Oleg Pavenkov

Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) - Moscow Campus ( email )

Moscow, 119571
Russia

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