Social Media – the new challenge for PR measurement and evaluation.

Watson, T., 2012. Social Media – the new challenge for PR measurement and evaluation. Discussion Paper. Tokyo, Japan: Japan Institute for Social and Economic Affairs (JISEA).

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In the five years since Paul Noble and I wrote the second edition of our book, Evaluating Public Relations, the biggest change in the field has been the rapid emergence of social media in media relations and organisational communication. Although we devoted a full chapter to the online environment, social media has rushed ahead in terms of its usage for communications and in the demands for measurement of its effectiveness. In this short paper, prepared with help from AMEC, the International Association for the Measurement of Communication, some of the issues that PR practitioners must consider are discussed.

Item Type:Monograph (Discussion Paper)
Additional Information:No. 399: 2012, No.11, November 2012
Uncontrolled Keywords:Evaluation ; Measurement ; Public relations ; Social media
Group:Media School
ID Code:20482
Deposited By:Unnamed user with email symplectic@symplectic
Deposited On:23 Oct 2012 16:21
Last Modified:10 Sep 2013 10:57


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