Evaluating public relations: a best practice guide to public relations planning, research and evaluation
This edition includes new information on: online evaluation; measuring relationships; practitioner culture; evaluation procedures and structures; payment by results; econometrics; word of mouth.
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London [u.a.]
Kogan Page
2007
|
| Edition: | 2. ed. |
| Series: | PR in practice series
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Summary: | This edition includes new information on: online evaluation; measuring relationships; practitioner culture; evaluation procedures and structures; payment by results; econometrics; word of mouth. |
| Physical Description: | IV, 252 S. graph. Darst. |
| ISBN: | 9780749449797 0749449799 |
Staff View
MARC
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Record in the Search Index
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|---|---|
| adam_text | Contents
1 Principles of public relations practice 1
The role of theory 2; The evolution of public relations 3;
Practice paradigm 4; Denning public relations 5; Public
relations theory 7; Grunig s primacy 7; European
perspectives 8
2 Evaluation and communication psychology 12
Number one practitioner topic 16; Objectives of
evaluation 17; Complexity of evaluation 18;
Methodology problems 19; Effects-based planning 20;
Defining evaluation 21; Principles of evaluation 23
3 Practitioner culture - why we do what we do 28
Holy Grail or reinventing the wheel 28; Bean counters
v creativity 30; Large-scale studies 31; Lindenmann s
research 32; Watson s studies 35; Australian studies 36;
Small sample research 38; CEO s attitudes 44; Multiple
metrics 45; The barriers to evaluation 45; Pressures to
evaluate 46; CIPR policy statement 47; Conclusions 49
4 Gathering and interpreting information 53
The scope of research 57; Research methods 60; Desk
research 61; Action research 63; Case studies 64;
Experiments 65; Surveys 66; Interviews 67;
Questionnaires 70; Sampling methods 72;
Questionnaire design 73; Analysing information 75
Contents
5 Evaluation structures and processes 81
Preparation, Implementation, Impact 82; Macnamara s
Pyramid Model 84; Public Relations Effectiveness
Yardstick 86; The PRE process 88; The Unified model 92;
Practitioner-derived models 94; Short Term and
Continuing programmes 96; Universality of
application 99; Dashboards and scorecards 101
6 Developing a media evaluation system 107
Setting up a simple media monitoring system 107;
A dimensional model of media evaluation 125;
Case study: in-house media evaluation system 129
7 Evaluation in practice - case studies 139
PricewaterhouseCoopers 139; Airbus 141; Comalco 143;
Infocomm Development Authority of Singapore 145;
LIFT06 Conference 148; Southwest Airlines 151; Surrey
Police 154; Toyota Australia 155; Westminster City
Council, London 156; Volvo XC90 159
8 Objectives and objective setting 164
Objectives in context 164; Aims, goals and objectives 167;
Management by objectives (MBO) 169; Hierarchy of
objectives 171; Specifying objectives 174; The nature
of objectives 177; Process objectives 180
9 Relationship and crisis communication measurement 186
Measuring relationships 186; Evaluating communications
effectiveness in a crisis 192
10 The challenge of the online environment 198
Public relations online 198; Evaluating websites
and online press offices 206; Media evaluation and
the net 210; A cyberspace toolbox 212
11 Future developments 216
Developing good practice 217; Return on Investment
(ROI) 222; Econometrics 228; Advertising Value
Equivalents (AVEs) 230; Payment by results 232;
Management overview 234; Moving evaluation
forward 237; Top tips for evaluating public relations 238
References 244
Further reading 250
Index 251
|
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| dewey-ones | 659 - Advertising and public relations |
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| discipline | Allgemeines Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| isbn | 9780749449797 0749449799 |
| language | English |
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| spelling | Watson, Tom 1950- Verfasser (DE-588)137019270 aut Evaluating public relations a best practice guide to public relations planning, research and evaluation Tom Watson and Paul Noble 2. ed. London [u.a.] Kogan Page 2007 IV, 252 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier PR in practice series This edition includes new information on: online evaluation; measuring relationships; practitioner culture; evaluation procedures and structures; payment by results; econometrics; word of mouth. Relations publiques - Évaluation Relations publiques - Évaluation - Cas, Études de Public relations Evaluation Public relations Planning Public relations Research Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Evaluation (DE-588)4071034-8 gnd rswk-swf 1\p (DE-588)4522595-3 Fallstudiensammlung gnd-content Öffentlichkeitsarbeit (DE-588)4043188-5 s Evaluation (DE-588)4071034-8 s DE-604 Noble, Paul Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017122435&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Watson, Tom 1950- Noble, Paul Evaluating public relations a best practice guide to public relations planning, research and evaluation Relations publiques - Évaluation Relations publiques - Évaluation - Cas, Études de Public relations Evaluation Public relations Planning Public relations Research Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Evaluation (DE-588)4071034-8 gnd |
| subject_GND | (DE-588)4043188-5 (DE-588)4071034-8 (DE-588)4522595-3 |
| title | Evaluating public relations a best practice guide to public relations planning, research and evaluation |
| title_auth | Evaluating public relations a best practice guide to public relations planning, research and evaluation |
| title_exact_search | Evaluating public relations a best practice guide to public relations planning, research and evaluation |
| title_full | Evaluating public relations a best practice guide to public relations planning, research and evaluation Tom Watson and Paul Noble |
| title_fullStr | Evaluating public relations a best practice guide to public relations planning, research and evaluation Tom Watson and Paul Noble |
| title_full_unstemmed | Evaluating public relations a best practice guide to public relations planning, research and evaluation Tom Watson and Paul Noble |
| title_short | Evaluating public relations |
| title_sort | evaluating public relations a best practice guide to public relations planning research and evaluation |
| title_sub | a best practice guide to public relations planning, research and evaluation |
| topic | Relations publiques - Évaluation Relations publiques - Évaluation - Cas, Études de Public relations Evaluation Public relations Planning Public relations Research Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Evaluation (DE-588)4071034-8 gnd |
| topic_facet | Relations publiques - Évaluation Relations publiques - Évaluation - Cas, Études de Public relations Evaluation Public relations Planning Public relations Research Öffentlichkeitsarbeit Evaluation Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017122435&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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