Watson, T. and Noble, P., 2007. Evaluating public relations : a best practice guide to public relations planning, research and evaluation. 2nd ed. London: Kogan Page.
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"Evaluating Public Relations", now published with the CIPR as part of the "PR in Practice series, 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
|Number of Pages:||252|
|Subjects:||Social Sciences > Communication, Cultural and Media Studies|
|Group:||Media School > Institute for Media and Communication Research|
|Deposited By:||INVALID USER|
|Deposited On:||17 Dec 2008 16:37|
|Last Modified:||07 Mar 2013 15:02|
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