Evaluating Public Relations (PR in Practice)De (autor) Tom Watson, Paul Noble
en Limba Engleză Paperback – 03 Apr 2014
Operating under tight budget constraints and with an ever increasing range of tools and technologies to choose from, PR professionals have never been under so much pressure to provide solid, meaningful results and to justify their decisions.
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. This new edition includes full coverage and advice on the new industry standards on PR measurement.
Covering both theory and practice, Evaluating Public Relations is an essential handbook for both students and experienced practitioners.
Dr Tom Watson is Professor of Public Relations at Bournemouth University, with a focus on applied research and professional practice. 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.
Paul Noble is an independent public relations/communications trainer, consultant, academic, mentor and speaker/facilitator. A CIPR Approved Trainer and e-learning specialist, he provides management support to growing PR consultancies, and is chief examiner of the CIPR's Advanced Certificate. Paul has 30 years' experience in senior consultancy, in-house and academic environments.
"An excellent overview of the current status of PR evaluation." Professor Philip Kitchen, Chair in Strategic Marketing, Hull University Business School "...informing industry professionals of the smorgasbord of evaluation options open to them." Inside PR "Watson and Noble explore the strategy behind assessing PR, with examples of what works from around the world." Supply Management
Chapter - 01: Principles of public relations theory and practice; Chapter - 02: Evaluation and communication psychology; Chapter - 03: The history and culture of PR measurement and evaluation; Chapter - 04: Gathering and interpreting information; Chapter - 05: Evaluation structures and processes; Chapter - 06: Developing a media evaluation system; Chapter - 07: Evaluation in practice - case studies; Chapter - 08: Objectives and objective setting; Chapter - 09: Relationship management and crisis communication measurement; Chapter - 10: Evaluating social media; Chapter - 11: Linking PR activity to business