• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

PR Effectiveness Evaluation of Promobot Company

Student: Mariia Dziuina

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Year of Graduation: 2020

Promobot is the largest manufacturer of autonomous service robots in Russia, Northern and Eastern Europe. At the end of 2019 the company faced the problem of increasing in website traffic without having such increase in the number of leads. The aim of this work is to solve PR-communication evaluation problem and provide the company with some recommendations on the results of this analysis. The research includes an analysis of theoretical and practical approaches to assessing the effectiveness of PR, developing CJM based on results of a survey and testing previous PR communications for effectiveness according to the chosen methodology. As a result, it turned out that the current system for evaluating PR tools does not correlate with their definition. A study of past PR communications also revealed problems in the broadcast meanings and content which are caused by making new recommendations. As a result, general recommendations are formulated for future communications and 3 concepts are developed for each of the social networks.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses