期刊名称：Marketing of Scientific and Research Organisations
印刷版ISSN：2353-8503
电子版ISSN：2353-8414
出版年度：2020
卷号：35
期号：1
页码：109-129
DOI：10.2478/minib-2020-0012
语种：English
出版社：The Institute of Aviation
摘要：The purpose of the article is to identify the ways in which Polish PR specialists measured the effects of their own activities in the last year and to analyze the universality of application of specific solutions.A comparative analysis was also conducted based on available research on the tools used by PR consultants.The research was conducted by means of an auditorium questionnaire during the Congress of Public Relations Professionals in 2019.The research sample was comprised of representatives of various organizations operating on the Polish market,253 respondents in total.Analyses have shown that the use of broadly understood media monitoring is key support for people who build reliable relationships with the environment on a daily basis.It should be noted that the PR industry remains strongly committed to using the AVE indicator,despite the fact that both global and domestic industry organizations are seeking to limit its role in measuring PR effects.
关键词：challenges of the PR industry;measurement of the effects of PR activities;media monitoring;public relations;quantitative and qualitative research
