Product Description

evaluating public relations, now published with the cipr as part of the pr in practice series, 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.

Product Details

• Amazon Sales Rank: #139979 in Books
• Published on: 2007-10-03
• Original language: English
• Number of items: 1
• Binding: Paperback
• 252 pages

IPM
This book is a challenge and is worth being read.

Review

“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

GetAbstract
"Authors Tom Watson and Paul Noble encourage PR practitioners to adopt a scientific framework for evaluating their work."

Customer Reviews

At last! Ideal for PR students and practitioners alike.........
There are many books on the topic of Public Relations covering strategic angles and/or operational opportunities, but in the past, the topic of evaluation has either been alluded too (ie, "evaluation is important") or touched on lightly.

This book is a helpful, useful and welcome text on evaluation specifically and clears away the mysteries of how to evaluate rather than stating that it should be done.

For students of Public Relations, it will be a very helpful book whether studying public relations at UG level or additional reading at Masters level. Finally, the prose is easy to read and will be ideal for international students.

If only this was around 20 years ago......