Evaluating Public Relations

A Guide to Planning, Research and Measurement
3. Auflage 2014
ISBN: 978-0-7494-6889-7
Verlag: Kogan Page

Buch, Englisch, 208 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 324 g

Reihe: PR In Practice

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 justify their decisions. Evaluating Public Relations advises PR practitioners at all levels on 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. This fully updated edition of Evaluating Public Relations includes coverage and advice on the industry standards on PR measurement. Covering both theory and practice and containing case studies on Philips, Pepsi, St John Ambulance, Medicare and Westminster City Council, it is an essential handbook for both students and experienced practitioners.

Autoren/Hrsg.

Watson, Tom

Noble, Paul

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations

Inhaltsverzeichnis

• • 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

Über Autor(innen)

Noble, Paul
Paul Noble, FCIPR, is an independent PR trainer, consultant, academic and mentor. He is a CIPR-approved trainer and e-learning specialist, and provides management support to growing PR consultancies. He has 30 years' experience in senior consultancy, in-house and academic environments.

Watson, Tom
Dr Tom Watson, FCIPR, is Deputy Dean (Education) in The Media School at Bournemouth University. He has more than 25 years' experience in corporate and consultancy public relations and is a member of the Commission on Public Relations Measurement and Evaluation.

Tom Watson is Professor of Public Relations at Bournemouth University, with a focus on applied research and professional practice. He was formerly Associate Professor and 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 FCIPR is an independent PR and communications trainer, consultant and 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.