Evaluating Public Relations: A Guide to Planning, Research and Measurement, Third Edition
- 3h 44m
- Paul Noble, Tom Watson
- Kogan Page
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.
About the Authors
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.
In this Book
Principles of Public Relations Theory and Practice
Evaluation and Communication Psychology
The History and Culture of PR Measurement and Evaluation
Gathering and Interpreting Information
Evaluation Structures and Processes
Developing a Media Evaluation System
Evaluation in Practice – Case Studies
Objectives and Objective Setting
Relationship Management and Crisis Communication Measurement
Evaluating Social Media
Linking PR Activity to Business