Žaneta Karazijienė Kristina Lapėnaitė-Lapaitė


This article provides the theoretical aspects for the assessment of public relations. First of all, the concept of public relations is formulated by submitting the analysis of the main definitions and highlighting their emphasis, identifying similarities and differences. The article also analyses the models of public relations, the essence of each of them is shortly discussed together with the possibilities for their application. The importance of the public relations processes is identified as well as the public relations performance efficiency assessment models are defined, based on which the companies may assess how the communication is managed with its target audiences. The scientific problem is raised – what theoretical concepts and methodological approaches need to be assessed for the public relations performance efficiency.