Evolution of evaluation in public relations in the age of digitization

Abstract

The aim of this research paper is to try to monitor the most important developments in the field of evaluating public relations and the various methods used and standards adopted in this field, starting with traditional methods and ending with modern methods, which the public relations department has become dependent on, regarding of modern technologies.
In order to answer the problematic raised, the analytical descriptive approach has been adopted, and we concluded that evaluation in public relations is a process and mechanism that is not easy to apply, as practices related to public relations faced difficulties in evaluation and the subject of measurement and evaluation in public relations have seen considerable and remarkable efforts to try to develop standards and models that can be used and relied on by practitioners. These standards and models have witnessed many developments, especially with the rapid technological development.