Evaluating public relations :: a guide to planning, research and measurement /
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 provide solid, meaningful results and to justify their decisions. Evaluating Public Relations advises PR practitioners at al...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Weitere Verfasser: | |
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London :
Kogan Page,
2014.
|
| Ausgabe: | Third edition. |
| Schriftenreihe: | PR in practice series.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | 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 provide solid, meaningful results and 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 and this new edition includes full coverage and advice. |
| Beschreibung: | 1 online resource (208 pages) |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9780749468903 0749468904 |
Internformat
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| 245 | 1 | 0 | |a Evaluating public relations : |b a guide to planning, research and measurement / |c Tom Watson, Paul Noble. |
| 250 | |a Third edition. | ||
| 260 | |a London : |b Kogan Page, |c 2014. | ||
| 300 | |a 1 online resource (208 pages) | ||
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| 490 | 1 | |a PR In practice | |
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a Foreword; 01 Principles of public relations theory and practice; The role of theory; The evolution of public relations; Practice paradigm; Defining public relations; Modes of PR practice; Grunig's primacy; Questions to discuss; 02 Evaluation and communication psychology; Number one practitioner topic; Defining evaluation; Objectives of evaluation; Complexity of evaluation; Methodology problems; Effects-based planning; Principles of evaluation; Questions to discuss; 03 The history and culture of PR measurement and evaluation; Early influences; Mid-century; Increasing discussion. | |
| 505 | 8 | |a The 1980s and 1990s -- debate widensNew century; Questions to discuss; 04 Gathering and interpreting information; The scope of research; Primary and secondary research; Research methods; Action research; Case studies; Experiments; Surveys; Interviews; Focus groups; Questionnaires; Sampling methods; Questionnaire design; Content analysis; Questions to discuss; 05 Evaluation structures and processes; Preparation, Implementation, Impact (PII); Macnamara's Pyramid Model; Public Relations Effectiveness Yardstick; Research and planning; The Unified model; Practitioner-derived models. | |
| 505 | 8 | |a Short term and continuing programmesUniversality of application; Dashboards and scorecards; Questions to discuss; 06 Developing a media evaluation system; Setting up a simple media monitoring system; A dimensional model of media evaluation; Case study: in-house media evaluation system; International media analysis; Questions to discuss; 07 Evaluation in practice -- case studies; Philips: strategic use of measurement; The Pepsi Refresh Project: evaluating the outcomes; Crime fighting PR: success on a low budget; St John Ambulance: promoting first aid training. | |
| 505 | 8 | |a Medicare Open Enrolment: changing behaviour through PRWestminster City Council: using evaluation to improve services; Conclusions; Questions to discuss; 08 Objectives and objective setting; Objectives in context; Aims, goals and objectives; Management by objectives; Hierarchy of objectives; Specifying objectives; The nature of objectives; Process objectives; Questions to discuss; 09 Relationship management and crisis communication measurement; Measuring relationships; Evaluating communication in a crisis; Questions to discuss; 10 Evaluating social media; What should we be measuring? | |
| 505 | 8 | |a Exposure/reach/impressionsEngagement/sentiment/tone; Influence/respect/relevance; Action/impact/value; Social media planning; KPI/metrics; The move towards standards; Questions to discuss; 11 Linking PR activity to business; Return on Investment; Practitioner interest in financial metrics; New financial metrics -- BCR and CEA; Valid metrics framework; Communication controlling; The Six Influence Flows; Questions to discuss; References; Index. | |
| 520 | |a 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 provide solid, meaningful results and 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 and this new edition includes full coverage and advice. | ||
| 504 | |a Includes bibliographical references and index. | ||
| 650 | 0 | |a Public relations |x Evaluation. | |
| 650 | 0 | |a Public relations |x Planning. | |
| 650 | 0 | |a Public relations |x Research. | |
| 650 | 6 | |a Relations publiques |x Évaluation. | |
| 650 | 6 | |a Relations publiques |x Planification. | |
| 650 | 6 | |a Relations publiques |x Recherche. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 7 | |a Public relations |x Evaluation |2 fast | |
| 650 | 7 | |a Public relations |x Planning |2 fast | |
| 650 | 7 | |a Public relations |x Research |2 fast | |
| 650 | 7 | |a Business & Management. |2 thema | |
| 650 | 7 | |a Public relations. |2 thema | |
| 650 | 7 | |a Business and Management. |2 ukslc | |
| 655 | 7 | |a Case studies |2 fast | |
| 700 | 1 | |a Noble, Paul, |d 1955- |1 https://id.oclc.org/worldcat/entity/E39PCjHFwbpRctmyf9XppJQtXd |0 http://id.loc.gov/authorities/names/n2005000664 | |
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| 776 | 0 | 8 | |i Print version: |a Watson, Tom. |t Evaluating Public Relations : A Guide to Planning, Research and Measurement. |d London : Kogan Page, ©2014 |z 9780749468897 |
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| adam_text | |
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| author | Watson, Tom, 1950- |
| author2 | Noble, Paul, 1955- |
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| author_GND | http://id.loc.gov/authorities/names/n2005000923 http://id.loc.gov/authorities/names/n2005000664 |
| author_facet | Watson, Tom, 1950- Noble, Paul, 1955- |
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| callnumber-first | H - Social Science |
| callnumber-label | HD59 |
| callnumber-raw | HD59 .W325 2014 |
| callnumber-search | HD59 .W325 2014 |
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| contents | Foreword; 01 Principles of public relations theory and practice; The role of theory; The evolution of public relations; Practice paradigm; Defining public relations; Modes of PR practice; Grunig's primacy; Questions to discuss; 02 Evaluation and communication psychology; Number one practitioner topic; Defining evaluation; Objectives of evaluation; Complexity of evaluation; Methodology problems; Effects-based planning; Principles of evaluation; Questions to discuss; 03 The history and culture of PR measurement and evaluation; Early influences; Mid-century; Increasing discussion. The 1980s and 1990s -- debate widensNew century; Questions to discuss; 04 Gathering and interpreting information; The scope of research; Primary and secondary research; Research methods; Action research; Case studies; Experiments; Surveys; Interviews; Focus groups; Questionnaires; Sampling methods; Questionnaire design; Content analysis; Questions to discuss; 05 Evaluation structures and processes; Preparation, Implementation, Impact (PII); Macnamara's Pyramid Model; Public Relations Effectiveness Yardstick; Research and planning; The Unified model; Practitioner-derived models. Short term and continuing programmesUniversality of application; Dashboards and scorecards; Questions to discuss; 06 Developing a media evaluation system; Setting up a simple media monitoring system; A dimensional model of media evaluation; Case study: in-house media evaluation system; International media analysis; Questions to discuss; 07 Evaluation in practice -- case studies; Philips: strategic use of measurement; The Pepsi Refresh Project: evaluating the outcomes; Crime fighting PR: success on a low budget; St John Ambulance: promoting first aid training. Medicare Open Enrolment: changing behaviour through PRWestminster City Council: using evaluation to improve services; Conclusions; Questions to discuss; 08 Objectives and objective setting; Objectives in context; Aims, goals and objectives; Management by objectives; Hierarchy of objectives; Specifying objectives; The nature of objectives; Process objectives; Questions to discuss; 09 Relationship management and crisis communication measurement; Measuring relationships; Evaluating communication in a crisis; Questions to discuss; 10 Evaluating social media; What should we be measuring? Exposure/reach/impressionsEngagement/sentiment/tone; Influence/respect/relevance; Action/impact/value; Social media planning; KPI/metrics; The move towards standards; Questions to discuss; 11 Linking PR activity to business; Return on Investment; Practitioner interest in financial metrics; New financial metrics -- BCR and CEA; Valid metrics framework; Communication controlling; The Six Influence Flows; Questions to discuss; References; Index. |
| ctrlnum | (OCoLC)880827283 |
| dewey-full | 659.2 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.2 |
| dewey-search | 659.2 |
| dewey-sort | 3659.2 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Third edition. |
| format | Electronic eBook |
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| genre | Case studies fast |
| genre_facet | Case studies |
| id | ZDB-4-EBU-ocn880827283 |
| illustrated | Not Illustrated |
| indexdate | 2024-11-26T14:49:14Z |
| institution | BVB |
| isbn | 9780749468903 0749468904 |
| language | English |
| oclc_num | 880827283 |
| open_access_boolean | |
| owner | MAIN DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (208 pages) |
| psigel | ZDB-4-EBU |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
| publisher | Kogan Page, |
| record_format | marc |
| series | PR in practice series. |
| series2 | PR In practice |
| spelling | Watson, Tom, 1950- https://id.oclc.org/worldcat/entity/E39PCjKcWkwJcbQmk4WwRypyr3 http://id.loc.gov/authorities/names/n2005000923 Evaluating public relations : a guide to planning, research and measurement / Tom Watson, Paul Noble. Third edition. London : Kogan Page, 2014. 1 online resource (208 pages) text txt rdacontent computer c rdamedia online resource cr rdacarrier data file PR In practice Print version record. Foreword; 01 Principles of public relations theory and practice; The role of theory; The evolution of public relations; Practice paradigm; Defining public relations; Modes of PR practice; Grunig's primacy; Questions to discuss; 02 Evaluation and communication psychology; Number one practitioner topic; Defining evaluation; Objectives of evaluation; Complexity of evaluation; Methodology problems; Effects-based planning; Principles of evaluation; Questions to discuss; 03 The history and culture of PR measurement and evaluation; Early influences; Mid-century; Increasing discussion. The 1980s and 1990s -- debate widensNew century; Questions to discuss; 04 Gathering and interpreting information; The scope of research; Primary and secondary research; Research methods; Action research; Case studies; Experiments; Surveys; Interviews; Focus groups; Questionnaires; Sampling methods; Questionnaire design; Content analysis; Questions to discuss; 05 Evaluation structures and processes; Preparation, Implementation, Impact (PII); Macnamara's Pyramid Model; Public Relations Effectiveness Yardstick; Research and planning; The Unified model; Practitioner-derived models. Short term and continuing programmesUniversality of application; Dashboards and scorecards; Questions to discuss; 06 Developing a media evaluation system; Setting up a simple media monitoring system; A dimensional model of media evaluation; Case study: in-house media evaluation system; International media analysis; Questions to discuss; 07 Evaluation in practice -- case studies; Philips: strategic use of measurement; The Pepsi Refresh Project: evaluating the outcomes; Crime fighting PR: success on a low budget; St John Ambulance: promoting first aid training. Medicare Open Enrolment: changing behaviour through PRWestminster City Council: using evaluation to improve services; Conclusions; Questions to discuss; 08 Objectives and objective setting; Objectives in context; Aims, goals and objectives; Management by objectives; Hierarchy of objectives; Specifying objectives; The nature of objectives; Process objectives; Questions to discuss; 09 Relationship management and crisis communication measurement; Measuring relationships; Evaluating communication in a crisis; Questions to discuss; 10 Evaluating social media; What should we be measuring? Exposure/reach/impressionsEngagement/sentiment/tone; Influence/respect/relevance; Action/impact/value; Social media planning; KPI/metrics; The move towards standards; Questions to discuss; 11 Linking PR activity to business; Return on Investment; Practitioner interest in financial metrics; New financial metrics -- BCR and CEA; Valid metrics framework; Communication controlling; The Six Influence Flows; Questions to discuss; References; Index. 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 provide solid, meaningful results and 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 and this new edition includes full coverage and advice. Includes bibliographical references and index. Public relations Evaluation. Public relations Planning. Public relations Research. Relations publiques Évaluation. Relations publiques Planification. Relations publiques Recherche. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Public relations Evaluation fast Public relations Planning fast Public relations Research fast Business & Management. thema Public relations. thema Business and Management. ukslc Case studies fast Noble, Paul, 1955- https://id.oclc.org/worldcat/entity/E39PCjHFwbpRctmyf9XppJQtXd http://id.loc.gov/authorities/names/n2005000664 has work: Evaluating public relations (Text) https://id.oclc.org/worldcat/entity/E39PCGw9PJYwCMJTx7b9hHR4tq https://id.oclc.org/worldcat/ontology/hasWork Print version: Watson, Tom. Evaluating Public Relations : A Guide to Planning, Research and Measurement. London : Kogan Page, ©2014 9780749468897 PR in practice series. http://id.loc.gov/authorities/names/no97018085 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=783327 Volltext |
| spellingShingle | Watson, Tom, 1950- Evaluating public relations : a guide to planning, research and measurement / PR in practice series. Foreword; 01 Principles of public relations theory and practice; The role of theory; The evolution of public relations; Practice paradigm; Defining public relations; Modes of PR practice; Grunig's primacy; Questions to discuss; 02 Evaluation and communication psychology; Number one practitioner topic; Defining evaluation; Objectives of evaluation; Complexity of evaluation; Methodology problems; Effects-based planning; Principles of evaluation; Questions to discuss; 03 The history and culture of PR measurement and evaluation; Early influences; Mid-century; Increasing discussion. The 1980s and 1990s -- debate widensNew century; Questions to discuss; 04 Gathering and interpreting information; The scope of research; Primary and secondary research; Research methods; Action research; Case studies; Experiments; Surveys; Interviews; Focus groups; Questionnaires; Sampling methods; Questionnaire design; Content analysis; Questions to discuss; 05 Evaluation structures and processes; Preparation, Implementation, Impact (PII); Macnamara's Pyramid Model; Public Relations Effectiveness Yardstick; Research and planning; The Unified model; Practitioner-derived models. Short term and continuing programmesUniversality of application; Dashboards and scorecards; Questions to discuss; 06 Developing a media evaluation system; Setting up a simple media monitoring system; A dimensional model of media evaluation; Case study: in-house media evaluation system; International media analysis; Questions to discuss; 07 Evaluation in practice -- case studies; Philips: strategic use of measurement; The Pepsi Refresh Project: evaluating the outcomes; Crime fighting PR: success on a low budget; St John Ambulance: promoting first aid training. Medicare Open Enrolment: changing behaviour through PRWestminster City Council: using evaluation to improve services; Conclusions; Questions to discuss; 08 Objectives and objective setting; Objectives in context; Aims, goals and objectives; Management by objectives; Hierarchy of objectives; Specifying objectives; The nature of objectives; Process objectives; Questions to discuss; 09 Relationship management and crisis communication measurement; Measuring relationships; Evaluating communication in a crisis; Questions to discuss; 10 Evaluating social media; What should we be measuring? Exposure/reach/impressionsEngagement/sentiment/tone; Influence/respect/relevance; Action/impact/value; Social media planning; KPI/metrics; The move towards standards; Questions to discuss; 11 Linking PR activity to business; Return on Investment; Practitioner interest in financial metrics; New financial metrics -- BCR and CEA; Valid metrics framework; Communication controlling; The Six Influence Flows; Questions to discuss; References; Index. Public relations Evaluation. Public relations Planning. Public relations Research. Relations publiques Évaluation. Relations publiques Planification. Relations publiques Recherche. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Public relations Evaluation fast Public relations Planning fast Public relations Research fast Business & Management. thema Public relations. thema Business and Management. ukslc |
| title | Evaluating public relations : a guide to planning, research and measurement / |
| title_auth | Evaluating public relations : a guide to planning, research and measurement / |
| title_exact_search | Evaluating public relations : a guide to planning, research and measurement / |
| title_full | Evaluating public relations : a guide to planning, research and measurement / Tom Watson, Paul Noble. |
| title_fullStr | Evaluating public relations : a guide to planning, research and measurement / Tom Watson, Paul Noble. |
| title_full_unstemmed | Evaluating public relations : a guide to planning, research and measurement / Tom Watson, Paul Noble. |
| title_short | Evaluating public relations : |
| title_sort | evaluating public relations a guide to planning research and measurement |
| title_sub | a guide to planning, research and measurement / |
| topic | Public relations Evaluation. Public relations Planning. Public relations Research. Relations publiques Évaluation. Relations publiques Planification. Relations publiques Recherche. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Public relations Evaluation fast Public relations Planning fast Public relations Research fast Business & Management. thema Public relations. thema Business and Management. ukslc |
| topic_facet | Public relations Evaluation. Public relations Planning. Public relations Research. Relations publiques Évaluation. Relations publiques Planification. Relations publiques Recherche. BUSINESS & ECONOMICS Advertising & Promotion. Public relations Evaluation Public relations Planning Public relations Research Business & Management. Public relations. Business and Management. Case studies |
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| work_keys_str_mv | AT watsontom evaluatingpublicrelationsaguidetoplanningresearchandmeasurement AT noblepaul evaluatingpublicrelationsaguidetoplanningresearchandmeasurement |