1. Plan-fact system. The effectiveness of a PR campaign is assessed in terms of the implementation of all planned activities, actions, communications. It should be noted that this technique is not purely formal. With a competently, high-quality plan, it reflects the achievement of the planned results with a sufficient degree of accuracy.
2. The system "from achieved", As a rule, it is used for fairly regular promotions of the same type (for example, the annual "Open Day" or the annual meeting of shareholders), allows you to compare the planned indicators of similar events, highlight achievements or their absence (of course, the budget of each of the compared events is also taken into account).
3. Target system - final result". The effectiveness of a PR campaign is assessed as the implementation of the set goal, of course, taking into account the time and financial compliance with the plan.

Methods for evaluating the effectiveness of a PR campaign

In our opinion, a general model for assessing the effectiveness of a PR campaign can be results hierarchy model. The essence of this approach is that the person conducting the research on the effectiveness of a PR campaign is invited to consistently evaluate the results in three main stages of the impact:

1) assessment of target groups' information dissemination (the intensity of information dissemination, the degree of its achievement and assimilation by specific audiences are assessed; units of measurement are the percentage of target audiences coverage, the volume of material read, listening and viewing time, etc.);
2) assessment of the reaction of public groups (the degree of interest and understanding is assessed; the main method is audience polling);
3) an assessment of the effect of the campaign as a whole, understood as a change in people's behavior (the main methods are a survey and "measurement of behavior indicators", ie an increase in the number of requests for information, inquiries about services, a decrease in the number of complaints, etc.).

It should be noted that if the goals of a PR campaign are only to inform the public or to form a positive attitude towards the organization, then the assessment is made only according to the first (or the first and second) indicators, however, as indicated in the special literature, in general, the effect of the campaign is the higher the it is more systemic.

There are four main directions for evaluating a PR campaign 1:

1) assessment of the dissemination of information (includes three dimensions of messages: placement, comprehensibility, retention in memory);
2) assessment of the impact on value attitudes (the severity and direction of attitudes are measured before and after the campaign, the emergence of new attitudes is monitored);
3) assessment of "behavioral goals" (using polls, observations, qualitative methods);
4) assessment of “the number of events in controlled and uncontrolled media” (PR texts, meetings with journalists, publications for each group).

According to A. Chumikov, "when assessing the effectiveness of PR, one should first of all take into account the fact that public relations are type of information activity, therefore, what is measurable is what is associated with the production and use of information products. PR efficiency formula:

where E- PR efficiency;

/ - the level of management at which decisions are made regarding PR;

i- interest and time spent by representatives of this level.

Communication efficiency:

where q- the quality of the target audience;

v is the value of the message.

Media coverage = Number of contacts with the media NS The degree of their success

Informativeness:

where I- informativeness;

M- the prevalence of this media, its circulation, audience and popularity;

V- the amount of PR-information about the company in the given media.

Specifically, the following parameters can be taken into account and calculated:

number of prepared information products, among which it is necessary to highlight the basic information products (information about the research results, strategic concept, tactical plan, action scenario, working estimate) and operational information products (information package, letter, release, announcements, invitations, etc.);

number of persons / organizations / media who received preparatory information products, where the very fact of receiving information is recorded, and a list of organizations / media outlets, any reaction to the information received);

the number of changes that have occurred as a result of receiving information products. The idea of A.N. Chumikov and Bocharov M.P. seems to be very important. that all indicators for evaluating PR activities should be divided into two groups: amenable to planning and forecasting up to the fixation in the relevant sections of contracts for PR-services and not amenable to planning and forecasting ",

the number of information cycles associated with the production and use of information products. Cycles mean the number of operations on preparation / distribution / tracking at the feedback level of the effect produced by information products (the more operations, the higher the quantitative level of the effect).

At the implementation stage (monitoring and reporting of program implementation), the following parameters are assessed:

the number of messages broadcast by the media and planned PR actions;
the number of messages posted in the media and the number of PR actions performed;
the number of people who received the message and covered by PR-actions;
the number of people who paid attention to messages and PR actions.

As you can see, the final assessment of the PR program and activities is their positive contribution to the social and cultural process, which not only changes the environment in a favorable direction, but also gives PR professionals a sense of pride in their contribution to the development of society and culture.

R. Heywood, when analyzing possible directions for assessing effectiveness, is limited only to listing the main factors that affect the final result. Among them, he distinguishes:

budget(implementation of activities within the planned material and time capabilities);

notoriety(growing awareness of the organization among certain audiences);

relationship(a shift in the relationship of the audience to the organization);

lighting(the level and tone of coverage of your events in the media);

position(the place of the organization in the market in relation to competitors);

feedback(number of requests received as a result of the campaign);

share price(the amount invested in the company by the investor);

marketing(changes in sales volume or prices caused solely by public relations activities).

The question of their quality is closely tied to the issue of assessing the number of prepared information products. The quality of information products can be assessed based on:

from the level of accomplishment of the assigned tasks (this approach is common in Russian practice, where the head of an organization prefers not to spend money on consulting in a PR agency, but sets tasks for his specialists);
testing (and subsequent adjustment) of the prepared information product using a representative study, an expert survey or a focus group. The results of such research are the confirmation of quality;
effect from the subsequent use of the information product. In this case, the content of the effect can also be quantified. It is partially deciphered in the paragraph “number of persons who received information products”: addressees to whom operational information products were sent (direct mailing of mass media according to lists); addressees who have received information products sent to them (a list of organizations in which the very fact of receiving information is recorded, a list of organizations where there was any reaction to the information received).

To assess the quantitative effect of PR activities, it is also proposed method for determining the advertising equivalent (PR advertising equivalency) is one of the most criticized methods, but still exists. The emergence of the method is associated with the stereotype that PR is mainly media relations. Therefore, it is proposed to calculate the number (volume, number of newspaper lines) of publications, their location (or time of publication), and then translate the results obtained into the cost of the corresponding volumes at advertising rates.

Another method related to this same stereotype is technical calculation of the so-called PR-value (PR values) based on a complex system of coefficients. The coefficients depend on whether the article mentions the brands promoted by the client, whether the company logo is present, whether it is shown in a photograph, if it is shown, then in whole or in part, etc. This method also has disadvantages: the coefficient decreases if the logo is not fully depicted in the photo, and increases if the customer's name is mentioned, but at the same time the publications themselves may be negative due to the fact that not all indicators of the effectiveness of PR activities can be measured quantitatively. ...

The scoring model proposed by Cutlip is known as PH(.Preparation, Implementation, Impact - preparation - implementation -

impact) and is a step-by-step model that offers valuation levels for different types of demand (Figure 10.1). The model does not prescribe the use of a single methodology, but assumes that “assessment means different things to different practitioners”.

for partners - about the potential opportunities of the person involved (used to make decisions about cooperation);
for the person involved in the rating - about the relative capabilities of competitors, their strengths and weaknesses (used to adjust their own strategy);
for the public - about the situation in a certain market segment (used to form public opinion).

Depending on the tasks set when compiling the rating, the research center chooses a research methodology, forms a list of necessary criteria, and develops a system for their assessment.

Azarova L.V., Ivanova K.A., Yakovlev I.P. Organization of PR campaigns: study guide / ed. L.V. Azarova. SPb. : Publishing house of ETU "LETI", 2000.
Chumakov A.N., Bocharov M.P. Public relations. Theory and practice. 2nd edition M.: Delo, 2008.
Chumikov A.N., Bocharov M.P. Public relations. Theory and practice. 2nd edition M.: Delo, 2008.
Haywood R. All About Public Relations. URL: bambook.com> scripts / pos.showitem
Cutlip S.M., Senter A.Kh., Broome G.M. Public relations. Theory and practice: textbook. 8th ed. / per. from English M.: Williams, 2000.

Before we start discussing the evaluation criteria and performance indicators of a PR-specialist, let's decide what he does after all. A PR specialist in Russia most often informs media platforms, and through them, informs the target audience (read consumers) about the company's products and services and about itself. Increasing awareness increases sales in the long term. It is quite obvious that it is very problematic to sell something if no one has ever heard of the company.

Vladislav Isaev

head of the press service and press secretary of the Finam company

- The simplest method for assessing the work of PR specialists is mediametry, that is, assessing the quantity and quality of mentions of a company and its speakers in the media and changes in these indicators over time. As a rule, in this case, special attention is paid to publications in the media, which cover the target audience for the company.

To facilitate such control, there are currently a lot of domestic and foreign products that allow monitoring the media space promptly and with the required degree of care.

Of course, the necessary information can be obtained using the advanced search based on the search engines "Yandex" and Google, but it is much more efficient to use professional systems - libraries that provide access to full-text publications from hundreds of publications and resources at the same time, if we talk specifically about tools for monitoring the media space ...

Such databases automatically collect and store information on a variety of media outlets in Russia and the world. True, access for permanent work in such systems is paid. The most popular libraries providing access to electronic media databases on the Russian and foreign markets are Integrum, Factiva, Medialogia, Public Library, Lexis Nexis.

Some of them make it possible to automatically perform not only quantitative, but also qualitative analysis, assessing the importance of publications in certain media, the tone of publications (positive, neutral, negative), the volume and position of publications in the layout.

Another “Thirst” expert, Ekaterina Pushkarskaya, a PR manager with 18 years of experience, a marketing auditor and copywriter, a head of a number of PR projects in different regions of the country, a lecturer at the Department of Public Relations and Advertising at the Altai State Technical University, speaks about the quantitative assessment. Polzunova, public relations specialist of the AKUNB them. V.Ya. Shishkova.

- For example, if a business owner wants to start somehow enter the information field and enter as positively and promisingly as possible, then the plan may be as follows: a certain PR campaign is being developed (as an action or as a campaign to promote through the media, or networks , or other sites) is implemented, and its results are measured and compared with the starting point. For example, in January no one wrote about us, in February - 6 publications with 100 views, in March - 100 publications with a million views, and so on.

Quantity to quality

Vladislav Isaev: “The efficiency of the press service can be assessed by receiving feedback from clients, which can be carried out on a regular basis or at the time a client contacts the company - and this is an important indicator. The main task in this case is to find out how the client learned about the company, whether he had to meet its mentions in the media, what was their nature, whether this information influenced the decision to become a client. For large companies, whose activities affect a wide range of the population, it is permissible to use opinion polls, in which the level of awareness of the population about the company and the attitude to its activities is ascertained. "

Ekaterina Pushkarskaya: “In addition to the coverage of communication, its quality is also very important. In all respects - from the presence of comments and their sentiment to the actions to which the activity led: sales, increased traffic to the site, calls, etc. This parameter is also clearly visible in the activity of users on the company's website (depth and time change, the core grows), in public pages (in terms of coverage, response to incentive posts and share-likes). The receptivity of the media is also an indicator of the quality of work, albeit a very conditional one. At first, the company is ignored, then, so be it, they put a press release in the issue or in the news feed, then they do it willingly, besides, they invite them to the material as an expert, and so on. "

Two more important criteria, which were mentioned by both interlocutors of "Thirst" - "working off" crisis situations that happen to everyone. “It is quite easy to assess how quickly and efficiently the PR service worked the negative news feed, whether it was able to minimize its impact on the company's reputation,” says Mr. Isaev. “And, of course, the recognition of the company,” concludes Ms. Pushkarskaya, “it can be measured in the“ fields ”with the help of sociologists. If there is a positive trend, then the PR-specialist is great! "

Counting money

Ekaterina Pushkarskaya: “Although this is wrong in the case of PR, everything, one way or another, rests on sales: material or not. Either the PR man can “sell” his topic to the public, the media and social media, or he doesn't. Its activity increases the attendance of events - or not. Sales of real goods are growing, the number of repeat purchases (that is, loyalty) is growing or not. Of course, we remember that PR is a strategic thing and we do not expect immediate results, just as we remember that the final result of a campaign or period is the sum of achievements not only of a PR specialist, but also of customer service, a marketer and other specialists influencing sales. One way or another, PR should be cost-effective, no matter how specialists think about it. And here it is important to evaluate for yourself one more CPC parameter - the cost of contact with the target audience. "

CPC (cost per contact), the cost per contact is a marketing indicator that reflects the effectiveness of investing in one quality contact with a representative of the target audience as part of a promotion event. In marketing practice, it is generally accepted that this indicator should not exceed 5% of a one-time purchase.

Ekaterina Pushkarskaya: “The essence of this marketing indicator can be explained by a simple example: if the activities developed by a specialist or public relations department cost the business owner 100 thousand rubles, and the company sold goods or services, for example, only 200 thousand, this is bad ... The cost of contact is appallingly high. But if the action cost 10 thousand rubles, covered 100 thousand people and brought 200 thousand to the client, this is a good indicator. Based on the channels and resources involved, as well as the measurable response, everything can be calculated fairly accurately. Of course, such calculations are no longer purely public relations, but rather marketing and economics, but a PR specialist must learn to keep such factors in his head if he wants to achieve something in the profession. "

Ekaterina Pushkarskaya notes that PR-activity and its methods should be promptly adjusted if necessary. "A specialist and a manager should always consider the main indicators and look for various methods to improve work efficiency, and ruthlessly get rid of the unpromising ones," the expert says.

Experts agree that the assessment of the work of the company's PR department is still a sore subject in the Russian business segment. Primarily due to the fact that the owners are not well aware of the functions of specialists, they confuse them with advertising and marketing, which "PR" is not. The result is incomprehensible and impracticable goals, zero efficiency and rejection of the tool as such.

Ekaterina Pushkarskaya: “A competent specialist will help the business owner to formulate goals and objectives and, having assessed the market and internal situation, will suggest options for achieving them. Any activity should be measured only after the task is clearly formulated and has a time frame. Fortunately, there are practically no owners left who would have hired a PR specialist “in order to have it”. Almost everyone has learned to count money, which means that the level of competence (understanding of what they want from a public relations specialist) has also grown. "

Coverage and analysis of the main available developments and proposals in the field of assessing the effectiveness of the development of public relations. Methods and criteria for evaluating the effectiveness of PR-activities. Public relations in commercial organizations and in politics.

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PR is a special management function designed to establish and maintain relationships, mutual understanding, mutual recognition and cooperation between the organization and its public; manage the process of resolving problems or controversial issues; help management in researching and responding to public opinion to define and emphasize the responsibility of management in matters of public service. to help management effectively change in accordance with the requirements of the time to act as an early warning system, helping to anticipate development trends as its main means of using scientific methods based on ethical norms of communication (Rex F. Harlow, American researcher).

When assessing the effectiveness of PR-activity, it is necessary to consider it in the context of this particular campaign, taking into account the audience to which it is directed, as well as the PR-tools used. Then the assessment of effectiveness will be more objective.

The criterion for the effectiveness of public relations is the nature of the change in attitudes towards the enterprise and the degree of awareness raising about its activities.

It is difficult to assess the effectiveness of public relations.

As a rule, the following can be calculated PR performance indicators:

The percentage change in "concern" (concern, interest, etc.) can be calculated through a sociological survey.

An increase in the number of requests received.

Reducing the number of complaints received.

Frequency of mentions in the press.

Opportunities to see or hear a certain opinion (calculated by polling).

Improving the company's position in the market in relation to competitors (marketing research).

Time spent on reaching certain market positions (taking a certain market share).

At the stage of planning PR-activities, a number of questions should be answered, the answers to which will set the criteria for evaluating the effectiveness):

What are the goals of a PR-activity or communication program? Can they be expressed in such a way that they can be measured?

Which of the leaders and employees of the company can be its public representative?

What are the main themes and key messages that we are interested in spreading?

What are our target audiences?

What communication channels have been used and are planned to be used in the future?

What is the strategy and tactics of carrying out PR-activity? What tools are we planning to use?

What are the planning horizons for a PR program or campaign?

What specific results is our PR activity aimed at, what is the scale of their priority?

How well are our PR plans aligned with the company's planned advertising, marketing and internal communications efforts?

To what extent do the plans for PR activities correspond to the organizational and financial resources allocated for them?

What external factors and how can affect the implementation of our PR program?

As an initial parameter list subject to theoretical and practical calculation and assessment, including financial, the following may appear:

Number of prepared information products.

Number of persons / organizations / media who received prepared information products.

The number of changes that have occurred as a result of receiving information products.

The number of tool cycles associated with the production and use of information products.

Criteria for evaluating the effectiveness of PR are considered in accordance with the communication model schema. According to the classical theory of communication by G. Lassuela, the scheme of the act of communication is as follows:

WHO - informs WHAT - through which CHANNEL - TO WHOM - with what EFFECT.

For any structural component of communication, criteria can be developed by which the results of PR actions can be measured, but only the measurement of the effects gives a complete real idea of the effectiveness of PR.

Thus, the analysis of the totality of all elements of the act of communication allows for a comprehensive assessment of the effectiveness of PR.

Below are the criteria for each component of the communication structure (Table 30.1).

Methods for evaluating effectiveness are varied. There is no single reliable and unambiguously correct tool for assessing the effectiveness of an organization's PR activities. Evaluation tools are directly related to those criteria that we consider as priorities for this project.

Table 30.1. Criteria for evaluating the effectiveness for each component of the communication structure of a PR message

Structural element	Examples of criteria
WHO	- choice of speakers - quotes from newsmakers - development of a newsmaker's personality
WHAT	- tone of publication (positive / negative / neutral) · - frequency of presence of "friendly" key messages - nature of news stories
CHANNEL	- coverage in the media
TO WHOM	- expansion of target audiences - the nature of the impact on target audiences - the number of event participants (for example, journalists who came to a press conference)
THE EFFECT	- development of the company's image - dynamics of messages, etc.

There are many tools for assessing the effectiveness of PR-activity:

Qualitative (content analysis, expert polls, focus groups, etc.);

Quantitative (telephone / on-line polls, mass polls of the population, etc.).

To the main forms of evaluating the effectiveness of the PR-campaign implemented in practice, include the following:

Plan-fact system. The effectiveness of the PR-campaign is assessed in terms of the implementation of all planned activities, actions, communications. With a competently, high-quality plan, it reflects the achievement of the planned results with a sufficient degree of accuracy.

The system "from achieved", as a rule, is used for fairly regular events of the same type (for example, an annual "Open Day" or an annual meeting), allows you to compare the planned indicators of similar events, highlight achievements or their absence (of course, the budget of each of the compared events is also taken into account).

The goal-end result system. The effectiveness of the PR campaign is assessed as the achievement of the set goals, naturally, taking into account the time and financial compliance with the plan.

Methods for assessing effectiveness are directly related to those criteria that we consider as priorities for this project.

In the practice of leading PR-agencies, both variations of classical methods and their own "proprietary" methods are used.

Currently, there is no unified classification of methods for assessing the effectiveness of PR-activities. But, very often, PR specialists agree on some methods.

Let's single out a few of these methods for evaluating the effectiveness of PR activities:

The effectiveness of a PR campaign is assessed by based on the implementation of all goals and objectives set at the planning stage... It is necessary to consider who set these goals – PR manager, head of the company, client, etc.

Measuring and calculating quantitative indicators of PR activities(how many information materials were prepared, how many calls were made, how many media articles were posted, etc.). The disadvantage of this method is that it does not take into account the qualitative indicators of the campaign.

Calculation of the so-called "feedback". That is, how much the audience's awareness of the company or product / service has increased; whether you managed to divert public attention from negative information or rumors; how public opinion about the PR object has changed; how many responses were received, etc.

Measuring income indicators Yes. How much sales have grown, what is the growth in profits, the capture of new target audiences, etc.

Content analysis... It can be a complex multi-level tool for assessing the effectiveness of PR-activities. You can use its various possibilities to study both the short-term results and the long-term effects of our actions.

For example, the effectiveness of a press conference can be assessed by how many journalists were accredited for the event, representatives of which publications came, how many of them wrote materials, and, finally, in which media materials were used those key messages that were laid down in the preparation process. activity. You can use such criteria for studying the media space as the source of information (newspaper, magazine, federal / regional media, on-line publications), publication date, genre of material (market review, editorial, interview, background publication, etc.), dynamics news occasions, etc.

Expert survey... This is a rather expensive and time-consuming tool, so you shouldn't use it just to measure the effectiveness of your PR campaign. At the same time, an expert survey is an excellent way to measure attitudes towards the subject of PR activities among elite groups. Regularly conducting expert polls allows us to reveal the dynamics of the attitude of experts to the subject of research, to determine both polar opinions and a certain general vector of sentiments within this group of professionals.

Consider some methods for assessing the effectiveness of PR tools:

1. Distribution of company press releases.

Estimation of the number of prepared and published press releases in the media. The exact percentage of published press releases can be calculated. For example, 30 press releases were sent out and – 20. Thus, the mailing efficiency was about 66%;

- "Feedback". What kind of reaction was received after the distribution of press releases: the number of journalists' comments, the number of calls and letters from representatives of the target audience, etc .;

2. Holding press conferences

Formation of the circle of necessary media.

Comparison of indicators "target media" and "accredited media". That is, the percentage of these two indicators;

Comparative analysis of indicators “accredited media” and “journalists who came to the press conference”. The optimal presence at the conference is 80-90% of accredited journalists from the total number.

Counting the number of questions from journalists;

Analysis of questions asked by journalists and answers to these questions;

Counting and analysis of the number of publications after the press conference.

3. Corporate media, corporate events, special events – presentation of the management at the conference.

Mass polls / questionnaires;

Publications in the media.

4. Use of mass media for publications (qualitative technique).

The main method used here is – it is media monitoring, that is, tracking information about a company in print media.

Type of publication – announcement, news, article, review, analytics, etc .;

Publication volume – whole strip, 1 strip, etc. (in sq. cm.);

Edition circulation; nature of publication – positive, neutral, negative;

Number of publications;

Publication cost (USD);

Study of the audience of the media.

Currently, there is no unified classification of methods for assessing the effectiveness of PR activities, but PR specialists agree on some methods:

1 method. The effectiveness of a PR campaign is assessed based on the implementation of all goals and objectives set at the planning stage. It is necessary to take into account who set these goals - the PR-manager, the head of the company, the client.

Method 2. Measurement and calculation of quantitative indicators of PR activities: how many information materials were prepared, how many calls were made, how many media articles were posted. The disadvantage of this method is that it does not take into account the qualitative indicators of the campaign.

Method 3. Calculation of "feedback": how much awareness of the audience about the company or product has increased; whether it was possible to divert public attention from negative information; how public opinion about the PR object has changed; how many responses were received.

Method 4. Measurement of income indicators: how much sales have grown, what is the growth in profits, the capture of new target audiences.

Using these methods together, you can get the most complete assessment of the effectiveness of PR-activities. It cannot be said how much better or more accurate one of the methods is than the other. Much depends on the area in which they are applicable - internal corporate PR, external PR, GR.

In practice, when faced with the problem of assessing the effectiveness of a PR campaign, you can use a different method - to analyze individual tools of the entire PR campaign:

1) Distribution of company press releases

- "feedback" - what kind of reaction was received after the distribution of press releases: the number of journalists' comments, the number of calls and letters from representatives of the target audience.

2) Holding press conferences

Formation of the circle of necessary media;

Comparison of target media and accredited media indicators - percentage of these two indicators;

Counting the number of questions from journalists;

Analysis of questions asked by journalists and answers to these questions;

Counting and analysis of the number of publications after the press conference.

3) Corporate media, corporate events, special events - management speech at the conference

Mass polls and questionnaires;

Publications in the media.

4) Using the media for publications (qualitative methodology)

The main method used here is media monitoring, that is, tracking information about a company in print media.

Type of publication - announcement, news, article, review, analytics;

The volume of the publication is a whole page, 1 page, etc. (in sq. cm.);

Edition circulation; the nature of the publication - positive, neutral, negative;

Number of publications;

Publication cost (USD);

Study of the audience of the media.

After evaluating the effectiveness of specific PR tools, you should analyze the changes in the opinions of the target audience. The main methods here are mass polls and public questionnaires before and after the PR campaign.

When assessing the economic component of PR, methods such as a mass survey, focus groups are very often used.

Often, the effectiveness of a PR campaign can only be measured using internal resources. For example, specialists themselves can evaluate the effectiveness of the distribution of press releases or cooperation with partners, investors, shareholders; monitor the media. The only thing that specialists are unable to assess is the effectiveness of PR-influence on the general public. In such a case, it is usually necessary to conduct a general study with a fairly large cost.

The result of a PR campaign can partly be measured by quantitative indicators, the other part comes down to a subjective assessment of the contractor or customer about the work done and the results.

It is the combination of these two indicators (quantitative and "non-quantitative" assessment) that can serve as the golden mean in measuring the effectiveness of PR.

According to Norman Stone, the following PR performance indicators are quantifiable:

1) The percentage change in “concern” (concern, interest) can be calculated by a survey.

2) An increase in the number of requests received.

3) Reducing the number of complaints received.

4) Frequency of mentions in the press.

5) Opportunities to see or hear a certain opinion (calculated by polling).

6) Improving the company's position in the market in relation to competitors (marketing research).

7) Time spent on achieving certain positions in the market (taking a certain market share).

Based on the results of the theoretical presentation of the material, the following conclusions can be drawn:

PR is a very capacious concept, the effectiveness of which cannot be defined only as "publication in the media" or "promotion" of a company.

Conclusions on Chapter I

In the first chapter, the theoretical aspects of the topic were disclosed for the possibility of practical analysis based on its results. The concept of marketing research, their role in the activities of the organization, the main directions of the company's marketing research were considered. On the basis of professional literature, a general description of marketing research as a process was given, its main stages were considered. In addition, a characteristic of the study of the effectiveness of PR-activity by marketing methods is given.

Summing up the results of Chapter I, we can say that successful business is impossible without continuous monitoring of the market environment. Marketing research is a function that, through information, connects marketers with markets, consumers, competitors, with all elements of the external marketing environment. You cannot start any research until the essence of the problem is determined, so the stage of identifying the problem is the first step in the process of finding a solution. The collection of secondary information precedes the collection of primary information. The effectiveness of the organization's PR activities can be assessed more objectively in the aggregate of quantitative and subjective measurements.

All the information collected in Chapter I will help to understand, using a practical example, which of the marketing research methods will contribute to the analysis of the effectiveness of PR-activities of a particular company.

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