Evaluating public relations : a guide to planning, research and measurement / Tom Watson and Paul Noble.
Material type:
TextSeries: PR in practice seriesPublisher: London : KoganPage, 2014Edition: 3rd editionDescription: viii, 199 pages : illustrations (black and white)Content type: text | still image Media type: computer Carrier type: online resourceISBN: 9780749468903 (ebook)Subject(s): Public relations -- Evaluation | Public relations -- Evaluation -- Case studies | Business and Management | Public relations | Sales & marketingGenre/Form: Online access: Click here to access online Also available in printed form ISBN 9780749468897Summary: Fully revised and updated, the third edition of this book allows practitioners to more closely monitor and evaluate their campaigns and helps them develop more robust campaign strategies. 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.
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E-book
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Electronic publication | Electronic publication | Available |
Previous edition: 2007.
Includes bibliographical references and index.
Fully revised and updated, the third edition of this book allows practitioners to more closely monitor and evaluate their campaigns and helps them develop more robust campaign strategies. 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.
Also available in printed form ISBN 9780749468897
Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.
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