- Arms PR professionals with the means to clearly and objectively measure and prove the value of their work
- Helps improve effectiveness for businesses and institutions, especially with regard to using online tools
- Provides plenty of examples of what works from around the world
Evaluating Public Relations
A Guide to Planning, Research and Measurement
Provide stakeholders with solid, meaningful results with this best practice guide to planning, research and evaluation.
Key features at a glance
In association with
EAN: 9780749468897
Edition: 3
Published:
Format: 235x157
208 pages
About the book
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.
About the authors
Tom Watson is Professor of Public Relations at Bournemouth University, with a focus on applied research and professional practice. He was formerly Associate Professor and 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 FCIPR is an independent PR and communications trainer, consultant and 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.
An excellent overview of the current status of PR evaluation.
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