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Wybrane metody oceny skuteczności działań public relations

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Żbikowska A.
Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie
|
2012
|
issue 885
83-94
EN
The article presents selected methods of evaluating public relations. There is a lack of research methods on public relations – PR specialists usually use social science research techniques. The most widely used technique is media monitoring, which is limited to media relations output. The image objective matrix allows an organisation to evaluate its image, which is the main scope of public relations activity.
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