Evaluating Public Relations: A Best Practice Guide to Public Relations Planning, Research & Evaluation

Front Cover
Kogan Page Publishers, 2007 - Business & Economics - 252 pages

Evaluating Public Relations advises PR practitioners at all levels how to demonstrate clearly and objectively the impact that their work has to their clients and managers. The authors draw on both their practical and academic experience to discuss a diverse range of evaluation methods and strategies, illustrated throughout with many award winning case studies and interviews.

Fully revised and updated, the second edition of this invaluable 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 an essential handbook for both students and experienced practitioners.

 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Selected pages

Contents

1Principles of public relations practice
1
2Evaluation and communication psychology
12
3Practitioner culture why we do what we do
28
4Gathering and interpreting information
53
5Evaluation structures and processes
81
6Developing a media evaluation system
107
7Evaluation in practice case studies
139
8Objectives and objective setting
164
9Relationship and crisis communication measurement
186
10The challenge of the online environment
198
11Future developments
216
References
244
FURTHER READING FROM KOGAN PAGE
250
Index
251
Copyright

Other editions - View all

Common terms and phrases

About the author (2007)

Paul Noble is an independent trainer, consultant and academic, now teaching at the CIPR. He is an CIPR approved trainer, e-learning specialist, CIPR diploma course leader and non-executive director of a public relations consultancy. He has more than 25 years' experience in senior roles across a range of environments.

Dr Tom Watson is Reader in communications at The Media School at Bournemouth University. 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.

Bibliographic information