Evaluating Public Relations

Evaluating Public Relations

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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.A Best Practice Guide to Public Relations Planning, Research aamp; Evaluation Tom Watson, Paul Noble ... at this level, the presentation of materials is examined a€“ a professionally produced annual report does not guarantee effective investor relations but it contributes towards it. ... Although public relations evaluation is frequently centred around the implementation phase, Cutlip, Center and Broom ( 2006:anbsp;...

Title:Evaluating Public Relations
Author:Tom Watson, Paul Noble
Publisher:Kogan Page Publishers - 2007


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