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Evaluating public relations : a guide to planning, research and measurement / Tom Watson and Paul Noble.

by Watson, Tom, 1950-

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London, United Kingdom ; Philadelphia, Pennsylvania : Kogan Page Limited, [2014]

Public relations -- Evaluation.

Public relations -- Evaluation -- Case studies.

9780749468897 (paperback)

0749468890 (paperback)

viii, 199 pages ; 24 cm.

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.

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. (Publisher)

PR in practice series.

Horizon Information Portal 3.25_9382

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