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本文比较系统地介绍与分析了当今公共关系绩效评估的常用标准,包括公共关系绩效评估的概念、意义、内容、困难以及新趋势。以背景及理论回顾的方式引出主题后,本文首先从必要性角度论述了公共关系绩效评估的原因,特别是对公共关系绩效评估的主要内容和对象进行了详尽的介绍与分析;其次探讨了以往公共关系绩效评估遇到的困难,从而引出了当今公共关系评估的新的方法与趋势;再次,本文提供了一个真实而全面的案例对理论给予支撑;在最后的小结中总结了对未来如何改善公共关系绩效评估工作的展望。
This article systematically introduces and analyzes the commonly used standards of public relations performance evaluation, including the concept, meaning, content, difficulties and new trends of public relations performance evaluation. After the theme is elicited from the background and the retrospective of the theory, this article first discusses the reason of the public relations performance evaluation from the necessity angle, especially introduces and analyzes the main content and object of public relations performance evaluation in detail. Secondly, Public relations performance evaluation of the difficulties encountered, which leads to the current public relations evaluation of new methods and trends; Thirdly, this article provides a real and comprehensive case to support the theory; In the final summary, how to improve the future Prospects for Public Relationship Performance Evaluation.