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Evaluating Public Relations A Best Practice Guide to Public Relations Planning, Research and Evaluation

ISBN-10: 0749449799

ISBN-13: 9780749449797

Edition: 2nd 2008 (Revised)

Authors: Paul Noble, Tom Watson

List price: $37.50
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Description:

Evaluating Public Relations advises PR practitioners at all levels how to demonstrate clearly and objectively to their clients and managers the impact that their work has. The authors draw on both their practical and academic experience to discuss a diverse range of evaluation methods and strategies, illustrating them throughout with award winning case studies and interviews. Fully revised and updated, the second edition of this 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 a handbook for both students and experienced practitioners.
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Book details

List price: $37.50
Edition: 2nd
Copyright year: 2008
Publisher: Kogan Page, Limited
Publication date: 11/1/2007
Binding: Paperback
Pages: 256
Size: 6.14" wide x 9.21" long x 0.51" tall
Weight: 1.100

Paul Noble is an independent trainer, consultant, academic, and non-executive director of a public relations consulting firm. He has more than 25 years of experience in senior roles across a range of environments.

Principles of public relations practice
The role of theory
The evolution of public relations
Practice paradigm
Defining public relations
Public relations theory
Crunig's primacy
European perspectives
Evaluation and communication psychology
Number one practitioner topic
Objectives of evaluation
Complexity of evaluation
Methodology problems
Effects-based planning
Defining evaluation
Principles of evaluation
Practitioner culture - why we do what we do
Holy Grail or reinventing the wheel
'Bean counters' V creativity
Large-scale studies
Lindenmann's research
Watson's studies
Australian studies
Small sample research
CEO's attitudes
Multiple metrics
The barriers to evaluation
Pressures to evaluate
CIPR policy statement
Conclusions
Gathering and interpreting information
The scope of research
Research methods
Desk research
Action research
Case studies
Experiments
Surveys
Interviews
Questionnaires
Sampling methods
Questionnaire design
Analysing information
Evaluation structures and processes
Preparation, Implementation, Impact
Macnamara's Pyramid Model
Public Relations Effectiveness Yardstick
The PRE process
The Unified model
Practitioner-derived models
Short Term and Continuing programmes
Universality of application
Dashboards and scorecards
Developing a media evaluation system
Setting up a simple media monitoring system
A dimensional model of media evaluation
Case study: in-house media evaluation system
Evaluation in practice - case studies
PricewaterhouseCoopers
Airbus
Comalco
Infocomm Development Authority of Singapore
LIFT06 Conference
Southwest Airlines
Surrey Police
Toyota Australia
Westminster City Council, London
Volvo XC90
Objectives and objective setting
Objectives in context
Aims, goals and objectives
Management by objectives (MBa)
Hierarchy of objectives
Specifying objectives
The nature of objectives
Process objectives
Relationship and crisis communication measurement
Measuring relationships
Evaluating communications effectiveness in a crisis
The challenge of the online environment
Public relations online
Evaluating websites and online press offices
Media evaluation and the net
A cyberspace toolbox
Future developments
Developing good practice
Return on Investment (ROI)
Econometrics
Advertising Value Equivalents (AVEs)
Payment by results
Management overview
Moving evaluation forward
Top tips for evaluating public relations
References
Further reading
Index