Evaluating Public Relations (Paperback)
A Best Practice Guide to Public Relations Planning, Research and Evaluation
Kogan Page, 9780749449797, 252pp.
Publication Date: November 1, 2007
List Price: 37.50*
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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.
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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