The Resource Evaluating public relations : a guide to planning, research and measurement, Tom Watson and Paul Noble

Evaluating public relations : a guide to planning, research and measurement, Tom Watson and Paul Noble

Label
Evaluating public relations : a guide to planning, research and measurement
Title
Evaluating public relations
Title remainder
a guide to planning, research and measurement
Statement of responsibility
Tom Watson and Paul Noble
Creator
Contributor
Author
Subject
Genre
Language
  • eng
  • eng
Summary
Operating 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
Member of
Cataloging source
MiAaPQ
http://library.link/vocab/creatorDate
1950-
http://library.link/vocab/creatorName
Watson, Tom
Dewey number
659.2
Illustrations
illustrations
Index
index present
Language note
English
LC call number
HD59
LC item number
.W325 2014
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1955-
http://library.link/vocab/relatedWorkOrContributorName
Noble, Paul
Series statement
PR in Practice
http://library.link/vocab/subjectName
  • Public relations
  • Public relations
Label
Evaluating public relations : a guide to planning, research and measurement, Tom Watson and Paul Noble
Instantiates
Publication
Copyright
Note
Description based upon print version of record
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Content category
text
Content type code
txt
Contents
  • Contents; Foreword; 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
  • The 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
  • Short 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
  • Medicare 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?
  • Exposure/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
Dimensions
unknown
Edition
3rd ed.
Extent
1 online resource (208 p.)
Form of item
online
Isbn
9780749468903
Media category
computer
Media type code
c
Specific material designation
remote
System control number
  • (EBL)1694817
  • (SSID)ssj0001224333
  • (PQKBManifestationID)11993654
  • (PQKBTitleCode)TC0001224333
  • (PQKBWorkID)11261608
  • (PQKB)10704187
  • (MiAaPQ)EBC1694817
  • (EXLCZ)993710000000117335
Label
Evaluating public relations : a guide to planning, research and measurement, Tom Watson and Paul Noble
Publication
Copyright
Note
Description based upon print version of record
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Content category
text
Content type code
txt
Contents
  • Contents; Foreword; 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
  • The 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
  • Short 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
  • Medicare 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?
  • Exposure/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
Dimensions
unknown
Edition
3rd ed.
Extent
1 online resource (208 p.)
Form of item
online
Isbn
9780749468903
Media category
computer
Media type code
c
Specific material designation
remote
System control number
  • (EBL)1694817
  • (SSID)ssj0001224333
  • (PQKBManifestationID)11993654
  • (PQKBTitleCode)TC0001224333
  • (PQKBWorkID)11261608
  • (PQKB)10704187
  • (MiAaPQ)EBC1694817
  • (EXLCZ)993710000000117335

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