Evaluating Public Relations by Tom Watson
Evaluating Public Relations advises PR practitioners at all levels 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, illustrated throughout with many award winning case studies and interviews. Fully revised and updated, the second edition of this invaluable book allows practitioners to more closely monitor and evaluate their campaigns and helps them develop more robust campaign strategies. This edition includes new information on: online evaluation; measuring relationships; practitioner culture; evaluation procedures and structures; payment by results; econometrics; word of mouth. Covering both theory and practice, Evaluating Public Relations is an essential handbook for both students and experienced practitioners.
"Watson and Noble explore the strategy behind assessing PR, with examples of what works from around the world" * Supply Management *
"An excellent overview of the current status of PR evaluation... a welcome and needed addition to the public relations literature." * Professor Philip Kitchen, Chair in Strategic Marketing, Hull University Business School *
"An excellent overview of the current status of PR evaluation... a welcome and needed addition to the public relations literature." * Professor Philip Kitchen, Chair in Strategic Marketing, Hull University Business School *
Paul Noble is an independent trainer, consultant and academic, now teaching at the CIPR. He is an CIPR approved trainer, e-learning specialist, CIPR diploma course leader and non-executive director of a public relations consultancy. He has more than 25 years' experience in senior roles across a range of environments. Dr Tom Watson is Reader in communications at The Media School at Bournemouth University. He was formerly Associate Professor & Head of the School of Communication at Charles Sturt University in Australia and was chairman of the UK's Public Relations Consultants Association from 2000-2002.
| SKU | Unavailable |
| ISBN 13 | 9780749449797 |
| ISBN 10 | 0749449799 |
| Title | Evaluating Public Relations |
| Author | Tom Watson |
| Series | Pr In Practice |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Kogan Page Ltd |
| Year published | 2007-10-03 |
| Number of pages | 256 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |