Shafarenko Y. Analytics in public relations: problems, tendencies, perspectives.

The thesis addresses the nature and specificity of analytical work in public relations. The achievements of foreign and domestic scientists dedicated to analytical part of PR-process are systematized. Based on industry research and own surveys application of analytical work in Ukrainian practice of public relations is analyzed. The importance of research in the planning phase of PR-activity is emphasized, and two types of situational analysis are identified: general and problematic. A sequence of this research is proposed. The essence and features of PR-evaluation are analyzed. The contemporary problems of evaluation research in public relations are emphasized and investigated. Those are the necessity of standardization in public relations research and evaluation, use of financial and nonfinancial indicators for assessing the value of PR. The general situational analysis of the book publishing industry of France is taken.