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Evaluating Public Relations: A best practice guide to public relations planning, research & evaluation Paperback – May, 2005

ISBN-13: 978-0749443061 ISBN-10: 0749443065

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Product Details

  • Paperback: 288 pages
  • Publisher: Kogan Page Business Books (May 2005)
  • Language: English
  • ISBN-10: 0749443065
  • ISBN-13: 978-0749443061
  • Product Dimensions: 6.1 x 0.7 x 9.2 inches
  • Shipping Weight: 9.6 ounces
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #4,935,697 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Sets out a rigorous and academically robust basis for chief executives to determine for their PR budgets what Leverhulme and Wanamaker claimed to be unable to establish for their advertising - which bits are wasted." Argent "The extensive use of case studies and global practitioner vignettes throughout the book...brings the practice of evaluation to life." Robina Xavier, PRISM online journal "Essential reading for anyone involved in this practice. It is illustrated by case studies from around the globe and boasts interviews with leading PR practitioners. The authors draw on their experience of PR and highlight expected future developments, giving the reader valuable inside knowledge." Documentation on Books, Cases, Teaching Material in Management "Watson and Noble explore the strategy behind assessing PR, with examples of what works from around the world." Supply Management "A step in the right direction to informing industry professionals of the smorgasbord of evaluation options open to them." Inside PR "Authors Tom Watson and Paul noble encourage PR practitioners to adopt a scientific framework for evaluating their work." GetAbstract

About the Author

Paul Noble is an independent trainer, consultant and academic. He has more than 25 years experience in senior roles in consultancy management, in-house and academic environments.

Tom Watson Watson is Associate Professor & Head of the School of Communication at Charles Sturt University in Australia. He has more than 25 years experience in corporate and consultancy public relations and was awarded his PhD from Nottingham Trent University in 1995 for research into the modeling of public relations evaluation.

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Most Helpful Customer Reviews

1 of 1 people found the following review helpful By Rolf Dobelli HALL OF FAME on July 19, 2006
Format: Paperback
This highly academic treatment of the theory of public relations extensively discusses the importance of evaluation. The book focuses on research about evaluating PR campaigns, including comparisons among various kinds of studies. Essentially a textbook, it goes into great detail about the specifics of research papers, their conclusions and their academic models. Authors Tom Watson and Paul Noble encourage PR practitioners to adopt a scientific framework for evaluating their work. To this end, they include checklists, case studies, flow charts, references and many bullet points, but their excellent insights and intentions do not make the book any more practical for the professional. While evaluating any business activity is a good practice (and PR professionals readily agree that it would be helpful), the reality is that very few PR firms will be able to apply this book to their hands-on, creative daily business. Because of that constraint, we recommend this investigation primarily to academics, theorists and long-range strategists.
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