Kogan Page Ltd
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Ask any group of PR practitioners around the world about the major issues facing their discipline, and it is almost certain that evaluation of PR activity will be ranked very highly. Both consultancy and in-house practitioners are seeking greater evidence of the impact of campaigns and pro-grammes, which in turn is leading to a greater demand for information on evaluation methods.
Evaluating Public Relations is essential reading for anyone involved in this practice. It is illustrated by award-winning case studies from around the globe and boasts interviews with leading PR practitioners. The authors draw on their experience of PR and highlight expected future developments, giving the reader valuable inside knowledge.
About The Author
Dr Tom Watson is Associate Professor and Head of the School of Communication at Charles Sturt University in Australia.
Paul Nobal is an independent trainer, consultant and academic.
Table of Contents
Principles of public relations practice
Evaluation and communication psychology
Practitioner culture - why we do what we do
Gathering and interpreting information
Evaluation structures and processes
Developing a media evaluation system
Evaluation in practice - case studies
Objectives and objective setting