Abstract
The purpose of the article is to determine the substantive component of the public relations essential characteristics, to determine the process of public relations research for organizations and to systematize the features of best research practices. Research methods. This study uses dialectical methods of processes and phenomena cognition, empirical (on the complex characteristics of the public relations research field current state), comparative analysis and synthesis (on determining ways to use public relations research to develop strategies and programs, monitoring results of program implementation and evaluation of results), system approach (to determine the internal causal, structural-functional, hierarchical, direct and feedback links of public relations research with the communication of the organization), the method of comparison (when systematizing public relations research methods), theoretical abstract and logical methods (theoretical generalizations and formulation of conclusions). Research results. The study of public relations research management development in the United States, some European countries and Ukraine revealed the main results of public relations research for the organization, the relationship of public relations research with the organization communication. Public relations research methods are systematized. Scientific novelty. Theoretical provisions on the development of communication management between organizations and stakeholders have been further developed, which are based on the identification of areas not only of actual agreement and differences, but also to determine the peculiarities of their perception of each other. Practical significance. The advantages and disadvantages of each of the considered methods of public relations research are identified, as well as the tasks to be solved with their use are set in accordance. At the same time, there are restrictions on the use of the considered methods of public relations research and suggestions are made to overcome them. Tabl.: 4. Figs.: 1. Refs.: 32.
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