There exists a high level of Public Relations technologies integration into human resource management system, which implies the need to establish criteria and methods for assessing PR programs' effectiveness. The authors have considered existing approaches to the assessment of effectiveness of PR-activities and the specifics of the PR tools functioning in the human resource management system. The article proves the dependence of PR-related processes effectiveness in an organization on effective PR-activities implementation in personnel management. The authors have defined priorities and methods of assessing PR effectiveness in human resource management system.
Keywords: public relations, PR, technology, human resource management, effectiveness, corporate culture, customer-oriented approach
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