Evaluating Public Relations: A Best Practice Guide to Public Relations Planning, Research & Evaluation - Couverture souple

WATSON, Tom

Couverture souple

ISBN 10 : 0749449799 ISBN 13 : 9780749449797

Editeur : Kogan Page, 2007

Synopsis

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 propos du livre

À propos des auteurs

Dr Tom Watson, FCIPR, is Deputy Dean (Education) in The Media School at Bournemouth University. He has more than 25 years' experience in corporate and consultancy public relations and is a member of the Commission on Public Relations Measurement and Evaluation.

Paul Noble, FCIPR, is an independent PR trainer, consultant, academic and mentor. He is a CIPR-approved trainer and e-learning specialist, and provides management support to growing PR consultancies. He has 30 years' experience in senior consultancy, in-house and academic environments.

Détails de l'édition

• Éditeur: Kogan Page
• Date d'édition: 2007
• Langue: anglais
• ISBN 10: 0749449799
• ISBN 13: 9780749449797
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 256
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible