"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.