Evaluating Public Relations

Evaluating Public Relations

A Best Practice Guide to Public Relations Planning, Research & Evaluation

eBook - 2005
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Arguing that theory supports sound evaluation of practices in public relations, Watson (communication, Charles Sturt U., Australia) and Noble, an independent consultant, discuss the payoffs a scientific approach offers in the creation of effective PR campaigns. They discuss James Grunig's theoretical contributions, Anglophile vs. European PR approaches, specific ways to close the gap between evaluation objectives and "set of the pants" methods, and emerging trends including measuring online PR. Chapters include survey and interview responses, and case studies. Distributed by Stylus. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)

Ingram Publishing Services
* Combines 'how to' advice, theoretical insights and interviews with PR industry leaders

Publisher: London ; Sterling, VA : Kogan Page Ltd., 2005
ISBN: 9781423708827
Characteristics: 1 online resource (vii, 213 p.) : ill
Additional Contributors: Noble, Paul 1955-


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