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Evaluating public relations: a best practice guide to public relations and evaluation planning, research & evaluation

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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.Fully revised and updated, the second edition of this invaluable 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 an essential handbook for both students and experienced practitioners.

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Detail Information

Series Title

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Call Number

659.2 WAT e

Publisher

enk : Kogan Page Limited., 2005

Collation

vii, 213 p. ; 24 cm.

Language

English

ISBN/ISSN

9780749443061

Classification

659.2

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Public relations
Case studies

Specific Detail Info

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Statement of Responsibility

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Other version/related

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