LEADER 05050nam 2200589 450 001 996339125303316 005 20230803202638.0 010 $a0-7494-6890-4 035 $a(CKB)3710000000117335 035 $a(EBL)1694817 035 $a(SSID)ssj0001224333 035 $a(PQKBManifestationID)11993654 035 $a(PQKBTitleCode)TC0001224333 035 $a(PQKBWorkID)11261608 035 $a(PQKB)10704187 035 $a(MiAaPQ)EBC1694817 035 $a(EXLCZ)993710000000117335 100 $a20140618h20142014 uy 0 101 0 $aeng 181 $ctxt 182 $cc 183 $acr 200 10$aEvaluating public relations $ea guide to planning, research and measurement /$fTom Watson and Paul Noble 205 $a3rd ed. 210 1$aLondon, [England] :$cKogan Page,$d2014. 210 4$dİ2014 215 $a1 online resource (208 p.) 225 1 $aPR in Practice 300 $aDescription based upon print version of record. 311 $a0-7494-6889-0 320 $aIncludes bibliographical references and index. 327 $aContents; 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 327 $aThe 1980's and 1990's - debate widens New 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 327 $aShort term and continuing programmes Universality 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 327 $aMedicare Open Enrollment: changing behaviour through PR Westminster 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? 327 $aExposure/reach/impressions Engagement/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 330 $aOperating under tight budget constraints and with an ever increasing range of tools and technologies to choose from, PR professionals have never been under so much pressure to provide solid, meaningful results and to justify their decisions. Evaluating Public Relations advises PR practitioners at all levels on how to demonstrate clearly and objectively the impact that their work has to their clients and managers. The authors draw on both their practical and academic experience to discuss a diverse range of evaluation methods and strategies and this new edition includes full coverage and advice 410 0$aPR in practice series. 606 $aPublic relations$xEvaluation 606 $aPublic relations$xEvaluation$vCase studies 615 0$aPublic relations$xEvaluation. 615 0$aPublic relations$xEvaluation 676 $a659.2 700 $aWatson$b Tom$f1950-$01011127 702 $aNoble$b Paul$f1955- 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a996339125303316 996 $aEvaluating public relations$92341328 997 $aUNISA