Overview

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.

Full Product Details

9780749449797

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Reviews

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 sets out a rigorous and academically robust basis for chief executives to determine for their pr budgets what leverhulme and wanamaker claimed to be unable to establish for their advertising - which bits are wasted. argent the extensive use of case studies and global practitioner vignettes throughout the book...brings the practice of evaluation to life. robina xavier, prism online journal essential reading for anyone involved in this practice. it is illustrated by case studies from around the globe and boasts interviews with leading pr practitioners. the authors draw on their experience of pr and highlight expected future developments, giving the reader valuable inside knowledge. documentation on books, cases, teaching material in management watson and noble explore the strategy behind assessing pr, with examples of what works from around the world. supply management a step in the right direction to informing industry professionals of the smorgasbord of evaluation options open to them. inside pr authors tom watson and paul noble encourage pr practitioners to adopt a scientific framework for evaluating their work. getabstract

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 Sets out a rigorous and academically robust basis for chief executives to determine for their PR budgets what Leverhulme and Wanamaker claimed to be unable to establish for their advertising - which bits are wasted. Argent The extensive use of case studies and global practitioner vignettes throughout the book...brings the practice of evaluation to life. Robina Xavier, PRISM online journal Essential reading for anyone involved in this practice. It is illustrated by case studies from around the globe and boasts interviews with leading PR practitioners. The authors draw on their experience of PR and highlight expected future developments, giving the reader valuable inside knowledge. Documentation on Books, Cases, Teaching Material in Management Watson and Noble explore the strategy behind assessing PR, with examples of what works from around the world. Supply Management A step in the right direction to informing industry professionals of the smorgasbord of evaluation options open to them. Inside PR Authors Tom Watson and Paul noble encourage PR practitioners to adopt a scientific framework for evaluating their work. GetAbstract

""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 *

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

Author Information

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.

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