ENGLISH

Evaluating Public Relations: A Best Practice Guide to Public Relations Planning, Research and Evaluation (PR in Practice)

By Tom Watson , Paul Noble

Book information

Publisher
Kogan Page
Year
2007
ISBN
0749449799, 9780749449797
Open Library ID
OL10768854M
Language
english
Format
PDF
Filesize
1 MB (1103849 bytes)
Edition
2nd
Pages
256\256
Scanned
yes
Time added
2011-08-31 04:54:40
PR;Связи с общественностьюМаркетингреклама

Description

Evaluating Public Relations advises PR practitioners at all levels how to demonstrate clearly and objectively to their clients and managers the impact that their work has. The authors draw on both their practical and academic experience to discuss a diverse range of evaluation methods and strategies, illustrating them throughout with award winning case studies and interviews. Fully revised and updated, the second edition of this 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 a handbook for both students and experienced practitioners.

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