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Evaluating public relations : a guide to planning, research and measurement / / Tom Watson and Paul Noble
| Evaluating public relations : a guide to planning, research and measurement / / Tom Watson and Paul Noble |
| Autore | Watson Tom <1950-> |
| Edizione | [3rd ed.] |
| Pubbl/distr/stampa | London, [England] : , : Kogan Page, , 2014 |
| Descrizione fisica | 1 online resource (208 p.) |
| Disciplina | 659.2 |
| Collana | PR in Practice |
| Soggetto topico | Public relations - Evaluation |
| ISBN | 0-7494-6890-4 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 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 Short 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 Medicare 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? Exposure/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 |
| Record Nr. | UNISA-996339125303316 |
Watson Tom <1950->
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| London, [England] : , : Kogan Page, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
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A professional and practitioner's guide to public relations research, measurement, and evaluation / / David Michaelson and Don W. Stacks
| A professional and practitioner's guide to public relations research, measurement, and evaluation / / David Michaelson and Don W. Stacks |
| Autore | Michaelson David |
| Edizione | [Third edition.] |
| Pubbl/distr/stampa | New York, New York) : , : Business Expert Press, , 2017 |
| Descrizione fisica | 1 online resource (295 pages) |
| Disciplina | 659.2 |
| Collana | Public relations collection |
| Soggetto topico |
Public relations - Research
Public relations - Evaluation |
| ISBN | 1-63157-762-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part I. Introduction to public relations research, measurement, and evaluation -- 1. Introduction to research and evaluations in public relations -- 2. The move toward standardization -- 3. The business of public relations -- 4. Measuring public relations outcomes -- Part II. Qualitative methods for effective public relations research, measurement, and evaluation -- 5. Secondary research -- 6. Qualitative research methodologies -- 7. Content analysis -- Part III. Quantitative methods for effective public relations research, measurement, and evaluation -- 8. Sampling -- 9. Survey methodology -- 10. Statistical reasoning -- Part IV. Wrapping up -- 11. The application of standards and best practices in research and evaluation for public relations: the current state of public relations measurement -- Appendix A. Standardized measures for public relations impact -- Appendix B. Dictionary of public relations measurement and research -- References -- Index. |
| Record Nr. | UNINA-9910162798603321 |
|
Michaelson David
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| New York, New York) : , : Business Expert Press, , 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
A professional and practitioner's guide to public relations research, measurement, and evaluation / / David Michaelson and Don W. Stacks
| A professional and practitioner's guide to public relations research, measurement, and evaluation / / David Michaelson and Don W. Stacks |
| Autore | Michaelson David |
| Edizione | [Second edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2014 |
| Descrizione fisica | 1 online resource (288 p.) |
| Disciplina | 659.2 |
| Collana | Public relations collection |
| Soggetto topico |
Public relations - Evaluation
Public relations - Research |
| Soggetto genere / forma | Electronic books. |
| Soggetto non controllato |
public relations
nonfinancial indicators media analysis measurement interviewing goals and objectives focus groups experimentation evaluation content analysis survey and poll research statistical analysis standardized measurement secondary research sampling return on investment (ROI) return on expectation (ROE) research research methods qualitative research quantitative research |
| ISBN |
1-78684-357-9
1-60649-985-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part I. Introduction to public relations research, measurement, and evaluation -- 1. Introduction to research and evaluations in public relations -- 2. The move toward standardization -- 3. The business of public relations -- 4. Measuring public relations outcomes -- Part II. Qualitative methods for effective public relations research, measurement, and evaluation -- 5. Secondary research -- 6. Qualitative research methodologies -- 7. Content analysis -- Part III. Quantitative methods for effective public relations research, measurement, and evaluation -- 8. Survey methodology -- 9. Statistical reasoning -- 10. Sampling -- Part IV. Wrapping up -- 11. The application of standards and best practices in research and evaluation for public relations -- Appendix. Dictionary of public relations measurement and research -- References -- Index. |
| Record Nr. | UNINA-9910458032403321 |
|
Michaelson David
|
||
| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
A professional and practitioner's guide to public relations research, measurement, and evaluation / / David Michaelson and Don W. Stacks
| A professional and practitioner's guide to public relations research, measurement, and evaluation / / David Michaelson and Don W. Stacks |
| Autore | Michaelson David |
| Edizione | [Second edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2014 |
| Descrizione fisica | 1 online resource (288 p.) |
| Disciplina | 659.2 |
| Collana | Public relations collection |
| Soggetto topico |
Public relations - Evaluation
Public relations - Research |
| Soggetto non controllato |
public relations
nonfinancial indicators media analysis measurement interviewing goals and objectives focus groups experimentation evaluation content analysis survey and poll research statistical analysis standardized measurement secondary research sampling return on investment (ROI) return on expectation (ROE) research research methods qualitative research quantitative research |
| ISBN |
1-78684-357-9
1-60649-985-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part I. Introduction to public relations research, measurement, and evaluation -- 1. Introduction to research and evaluations in public relations -- 2. The move toward standardization -- 3. The business of public relations -- 4. Measuring public relations outcomes -- Part II. Qualitative methods for effective public relations research, measurement, and evaluation -- 5. Secondary research -- 6. Qualitative research methodologies -- 7. Content analysis -- Part III. Quantitative methods for effective public relations research, measurement, and evaluation -- 8. Survey methodology -- 9. Statistical reasoning -- 10. Sampling -- Part IV. Wrapping up -- 11. The application of standards and best practices in research and evaluation for public relations -- Appendix. Dictionary of public relations measurement and research -- References -- Index. |
| Record Nr. | UNINA-9910791042003321 |
|
Michaelson David
|
||
| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
A professional and practitioner's guide to public relations research, measurement, and evaluation / / David Michaelson and Don W. Stacks
| A professional and practitioner's guide to public relations research, measurement, and evaluation / / David Michaelson and Don W. Stacks |
| Autore | Michaelson David |
| Edizione | [Second edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2014 |
| Descrizione fisica | 1 online resource (288 p.) |
| Disciplina | 659.2 |
| Collana | Public relations collection |
| Soggetto topico |
Public relations - Evaluation
Public relations - Research |
| Soggetto non controllato |
public relations
nonfinancial indicators media analysis measurement interviewing goals and objectives focus groups experimentation evaluation content analysis survey and poll research statistical analysis standardized measurement secondary research sampling return on investment (ROI) return on expectation (ROE) research research methods qualitative research quantitative research |
| ISBN |
1-78684-357-9
1-60649-985-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part I. Introduction to public relations research, measurement, and evaluation -- 1. Introduction to research and evaluations in public relations -- 2. The move toward standardization -- 3. The business of public relations -- 4. Measuring public relations outcomes -- Part II. Qualitative methods for effective public relations research, measurement, and evaluation -- 5. Secondary research -- 6. Qualitative research methodologies -- 7. Content analysis -- Part III. Quantitative methods for effective public relations research, measurement, and evaluation -- 8. Survey methodology -- 9. Statistical reasoning -- 10. Sampling -- Part IV. Wrapping up -- 11. The application of standards and best practices in research and evaluation for public relations -- Appendix. Dictionary of public relations measurement and research -- References -- Index. |
| Record Nr. | UNINA-9910826755103321 |
|
Michaelson David
|
||
| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
