자료유형  

 단행본

International Standard Book Number  

9780749468903

International Standard Book Number  

0749468904

International Standard Book Number  

9780749468897

International Standard Book Number  

0749468890

Library of Congress Call Number  

HD59 .W325 2014

Dewey Decimal Classification Number  

659.2

Main Entry-Personal Name  

Watson, Tom.

Edition Statement  

3rd ed.

Publication, Distribution, etc. (Imprint  

London : Kogan Page, 2014

Physical Description  

1 online resource (208 p)

Series Statement  

PR In Practice

General Note  

Description based upon print version of record.

Bibliography, Etc. Note  

Includes bibliographical references and index.

Formatted Contents Note  

완전내용Foreword; 01 Principles of public relations theory and practice; The role of theory; The evolution of public relations; Practice paradigm; Defining public relations; Modes of PR practice; Grunig's primacy; Questions to discuss; 02 Evaluation and communication psychology; Number one practitioner topic; Defining evaluation; Objectives of evaluation; Complexity of evaluation; Methodology problems; Effects-based planning; Principles of evaluation; Questions to discuss; 03 The history and culture of PR measurement and evaluation; Early influences; Mid-century; Increasing discussion

Formatted Contents Note  

완전내용The 1980s and 1990s -- debate widensNew century; Questions to discuss; 04 Gathering and interpreting information; The scope of research; Primary and secondary research; Research methods; Action research; Case studies; Experiments; Surveys; Interviews; Focus groups; Questionnaires; Sampling methods; Questionnaire design; Content analysis; Questions to discuss; 05 Evaluation structures and processes; Preparation, Implementation, Impact (PII); Macnamara's Pyramid Model; Public Relations Effectiveness Yardstick; Research and planning; The Unified model; Practitioner-derived models

Formatted Contents Note  

완전내용Short term and continuing programmesUniversality of application; Dashboards and scorecards; Questions to discuss; 06 Developing a media evaluation system; Setting up a simple media monitoring system; A dimensional model of media evaluation; Case study: in-house media evaluation system; International media analysis; Questions to discuss; 07 Evaluation in practice -- case studies; Philips: strategic use of measurement; The Pepsi Refresh Project: evaluating the outcomes; Crime fighting PR: success on a low budget; St John Ambulance: promoting first aid training

Formatted Contents Note  

완전내용Medicare Open Enrolment: changing behaviour through PRWestminster City Council: using evaluation to improve services; Conclusions; Questions to discuss; 08 Objectives and objective setting; Objectives in context; Aims, goals and objectives; Management by objectives; Hierarchy of objectives; Specifying objectives; The nature of objectives; Process objectives; Questions to discuss; 09 Relationship management and crisis communication measurement; Measuring relationships; Evaluating communication in a crisis; Questions to discuss; 10 Evaluating social media; What should we be measuring?

Formatted Contents Note  

완전내용Exposure/reach/impressionsEngagement/sentiment/tone; Influence/respect/relevance; Action/impact/value; Social media planning; KPI/metrics; The move towards standards; Questions to discuss; 11 Linking PR activity to business; Return on Investment; Practitioner interest in financial metrics; New financial metrics -- BCR and CEA; Valid metrics framework; Communication controlling; The Six Influence Flows; Questions to discuss; References; Index

Summary, Etc.  

요약Operating under tight budget constraints and with an ever increasing range of tools and technologies to choose from, PR professionals have never been under so much pressure to provide solid, meaningful results and to justify their decisions. Evaluating Public Relations advises PR practitioners at all levels on 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 and this new edition includes full coverage and advice.

Subject Added Entry-Topical Term  

Public relations Evaluation

Subject Added Entry-Topical Term  

Public relations Planning

Subject Added Entry-Topical Term  

Public relations Research

Subject Added Entry-Topical Term  

Public relations -- Evaluation

Subject Added Entry-Topical Term  

Public relations -- Planning

Subject Added Entry-Topical Term  

Public relations -- Research

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Advertising & Promotion.

Added Entry-Personal Name  

Noble, Paul.

Additional Physical Form Entry  

Print version / Watson, TomEvaluating Public Relations : A Guide to Planning, Research and Measurement. London : Kogan Page,c2014. 9780749468897

Series Added Entry-Uniform Title  

PR In Practice.

Electronic Location and Access  

로그인을 한후 보실 수 있는 자료입니다.

Control Number  

joongbu:427318