Why is it important to evaluate public relations


Problem: Why is it important to evaluate public relations? How does a business evaluate public relations? How is the data compiled? What types of services might a business use to gather this data?

How does the overall IMC evaluation compare to each separate tactical evaluation? Why is this important? How do changes in the external environment affect overall IMC campaigns?

Approximately 600 words, 6 references

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Marketing Management: Why is it important to evaluate public relations
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