ANALYSIS OF PR CAMPAIGNS EFFECTIVENESS IMPACT ON THE COMPANY’S BUSINESS RESULTS

Abstract

Aim. To analyze and evaluate the level of influence of the quality of PR campaigns on the business results of the enterprise. To consider the main tools for conducting PR analysis. Methodology. The authors highlight the theoretical and methodological aspects of organizing PR campaigns, and conduct a multi-faceted analysis of the media buyers’ level of influence on business results. Results. It is determined that the most compromise option for evaluating the effectiveness of PR efforts is the Weighted Media Cost (WMC) indicator, which takes into account not only the cost of advertising, but also the quality of the material. It is established that, to calculate the effectiveness of PR campaigns and payback of investment (ROI), it is necessary to use the construction of special multicomponent correlation models, where media analysis indicators can be correlated with financial results. Research implications. The article considers the metric for estimating the cost of advertising equivalent of publications in the media, taking into account the effectiveness of communication policy in the framework of PR events. The study of the Perfection Rate (PRt) as the most promising tool for PR analysis was conducted.