Modern organisations must prove their competence in managing tangible and intangible resources. Not only in the commercial sector, but also in the public sector; public and state institutions must repeatedly demonstrate their effectiveness and efficient use of public funds, as well as the legitimacy of their operation. Public relations experts claim that with its knowledge, methods of their work and evaluation findings, the profession is able to help decision-makers understand their broader environment, recognise trends, prevent disagreements and conflicts, and contribute to greater business efficiency. Managers want to see tangible results from communication, which justify the funds used to achieve programme results, as well as clearly express their contribution to better reputation, improved strategic relations with different stakeholders, to increase the income and share-related value of their companies. The purpose of this paper is to present different forms and methods of evaluation in public relations as being understood and used by theoreticians and practitioners. Most of the attention is devoted to the applicative aspect of the evaluation in public relations.
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