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The article is devoted to the issue of current interest – evaluation of public relations campaigns’effectiveness and models of its analysis. A special attention is paid to optimization of using there modelsby specialists, that is creation of a so-called mini-guide on the present models.

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2 Lindenmann W. K. An Effectiveness Yardstick to Measure Public Relations Success. 1993. P. 7–9.3 Watson T. Measuring the Success Rate: Evaluating the PR Process and PR Programs. International

Thomson Business Press, 1997. P. 293.4 Noble P., Watson T. Applying a Unified Public Relations Evaluation model in European Context.

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