Evaluating Public Relations advises PR practitioners at all levels how to demonstrate clearly and objectively to their clients and managers the impact that their work has. The authors draw on both their practical and academic experience to discuss a diverse range of evaluation methods and strategies, illustrating them throughout with award winning case studies and interviews. Fully revised and updated, the second edition of this book allows practitioners to more closely monitor and evaluate their campaigns and helps them develop more robust campaign strategies. This edition includes new information on: online evaluation; measuring relationships; practitioner culture, evaluation procedures and structures; payment by results; econometrics; word of mouth. Covering both theory and practice, Evaluating Public Relations is a handbook for both students and experienced practitioners.
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About the Author
Paul Noble is an independent trainer, consultant, academic, and non-executive director of a public relations consulting firm. Dr. Tom Watson teaches at The Media School at Bournemouth University in the UK. He was formerly Associate Professor & Head of the School of Communication at Charles Sturt University in Australia and was chairman of the UK’s Public Relations Consultants Association from 2000-2002.
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Key Phrases - Statistically Improbable Phrases (SIPs):
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media evaluation system, evaluating public relations, equivalent column centimetres, public relations evaluation, quantitative axes, public relations programmes, public relations objectives, public relations theory, substitution game, media relations publicity, public relations practice, public relations process, online public relations, public relations practitioners, public relations consultancies, public relations planning, media content analysis, public relations activity Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Southwest Airlines, Surrey Police, The Society, Institute of Public Relations, Jim Macnamara, James Grunig, Public Relations Consultants Association, Silver Anvil, Echo Research, Annabelle Warren, Levi Strauss, Dell Hell, John Bliss, Tom Watson, Holy Grail, Walter Lindenmann, Fran Hagon, Millward Brown Precis, Alison Clarke, Evaluation Toolkit, San Diego, Senior Vice President, Quentin Bell, Adam Connolly Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
media evaluation system, evaluating public relations, equivalent column centimetres, public relations evaluation, quantitative axes, public relations programmes, public relations objectives, public relations theory, substitution game, media relations publicity, public relations practice, public relations process, online public relations, public relations practitioners, public relations consultancies, public relations planning, media content analysis, public relations activity Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Southwest Airlines, Surrey Police, The Society, Institute of Public Relations, Jim Macnamara, James Grunig, Public Relations Consultants Association, Silver Anvil, Echo Research, Annabelle Warren, Levi Strauss, Dell Hell, John Bliss, Tom Watson, Holy Grail, Walter Lindenmann, Fran Hagon, Millward Brown Precis, Alison Clarke, Evaluation Toolkit, San Diego, Senior Vice President, Quentin Bell, Adam Connolly Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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