A SYSTEM OF KPI INDICATORS FOR EVALUATING THE EFFECTIVENESS OF REGIONAL PR ACTIVITY: OPPORTUNITIES FOR APPLYING ER, SOV AND ROI

The article examines how the effectiveness of regional public relations (PR) activity can be evaluated through a system of key performance indicators (KPIs). It discusses three indicators that are widely used in communication evaluation but rarely combined in regional practice: Engagement Rate (ER), Share of Voice (SOV) and Return on Investment (ROI). For each indicator, the definition, calculation logic, data sources, limitations and potential uses in regional management are outlined, and an integrated framework linking them to the stages of communication results is proposed. It is argued that ER and SOV are suitable for ongoing monitoring of outputs and outtakes, whereas ROI in PR is usually conditional or indirect and should be interpreted together with qualitative evidence. The framework may help regional authorities responsible for tourism and investment promotion to set measurable goals and report results more transparently.