Evaluating Public Relations: A Guide to Planning, Research and Measurement / Edition 3

by Tom Watson, Paul Noble

Overview

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.

Product Details

ISBN-13:	9780749468897
Publisher:	Kogan Page, Ltd.
Publication date:	06/24/2014
Series:	PR In Practice
Edition description:	Third Edition
Pages:	208
Product dimensions:	6.10(w) x 9.10(h) x 0.60(d)

About the Author

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 Universityin 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.

Table of Contents

** Chapter - 01: Principles of public relations theory and practice; ** Chapter - 02: Evaluation and communication psychology; ** Chapter - 03: The history and culture of PR measurement and evaluation; ** Chapter - 04: Gathering and interpreting information; ** Chapter - 05: Evaluation structures and processes; ** Chapter - 06: Developing a media evaluation system; ** Chapter - 07: Evaluation in practice – case studies; ** Chapter - 08: Objectives and objective setting; ** Chapter - 09: Relationship management and crisis communication measurement; ** Chapter - 10: Evaluating social media; ** Chapter - 11: Linking PR activity to business

Editorial Reviews

"An excellent overview of the current status of PR evaluation."

Professor Philip Kitchen

"I recommend Evaluating Public Relations as a guide to the theory and best pratice that will enable you to define objectives and measure the impact of your work."

Stephen Waddington

"This authoritative book is a must-read for professionals and academics alike. It shows how strategic communication can be planned, measured and aligned to overall organizational goals."

Professor Dr Ansgar Zerfass

"AMEC applauds the new edition of Evaluating Public Relations. I hope this practical book becomes mandatory reading for every PR professional, because without being able to prove the value of what you do, you undermine your role."

Barry Leggetter

"Watson and Noble explore the strategy behind assessing PR, with examples of what works from around the world."

Supply Management

"This guide details the process of evaluating public relations activities and their impact on organizations and clients. It explains the principles of public relations theory and practice, the role of communication psychology, the history and culture of public relations measurement and evaluation, gathering and interpreting information, evaluation structures and processes, developing a media evaluation system, case studies of evaluation in practice, objectives and objective setting, relationship management and crisis communication measurement, evaluating social media, and linking public relations activity to business."

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