Evaluating Public Relations
A Best Practice Guide to Public Relations Planning, Research & EvaluationeBook - 2005
Global surveys have identified that evaluation is the current major professional research issue. Clients of PR firms are seeking greater evidence of the impact of campaigns and programmes, which in turn is leading to a greater demand for information on evaluation methods. This much-needed book comprises nine chapters which start with theoretical perspectives and then demonstrate the design and implementation of a range of PR research and evaluation methods. It is illustrated by award-winning case studies from around the world and concludes with consideration of future developments. Most chapters are supplemented by interviews with leading PR practitioners and responses to a survey of leading practitioners around the worldwide.
Publisher: London ; Sterling, VA : Kogan Page Ltd., 2005.
Characteristics: 1 online resource (vii, 213 pages) : illustrations