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针对国内外对公共关系效果评估在理论研究中的一些空白点和实践上的薄弱环节 ,文章第一次对公共关系效果评估的主体作了界定 ,并提出了公共关系专家在效果评估中的任务。作者认为 ,“评估人”是公共关系效果评估的主体 ,应具备相应的条件与资格 ,行业对他们有特殊的要求。公共关系效果评估应按照科学的程序、根据特定的标准与目标体系、选择适当的方法进行。文章介绍并评价了 Alan R. Freitag提出的关于公共关系效果评估方法的1 2点原则和测量方法导向研究。
In the light of some gaps and practical weak points in the theoretical research both at home and abroad, the article first defines the subject of public relations effectiveness evaluation and puts forward the task of public relations experts in the evaluation of effectiveness. The author believes that “appraiser” is the main body of the evaluation of the effectiveness of public relations, should have the appropriate conditions and qualifications, the industry has special requirements for them. The evaluation of the effectiveness of public relations should follow the scientific procedures, according to specific standards and target system, choose the appropriate method. The article introduces and assesses the 12-point principle and measurement-method-oriented researches proposed by Alan R. Freitag on the method of public relations effectiveness evaluation.