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

✍ Scribed by Paul Noble, Tom Watson

• Publisher: Kogan Page
• Year: 2007
• Tongue: English
• Leaves: 256
• Edition: 2nd
• Category: Library

✦ Synopsis

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.

✦ Table of Contents

Contents......Page 3
1Principles of public relations practice......Page 5
THE ROLE OF THEORY......Page 6
THE EVOLUTION OF PUBLIC RELATIONS......Page 7
PRACTICE PARADIGM......Page 8
DEFINING PUBLIC RELATIONS......Page 9
GRUNIG’S PRIMACY......Page 11
EUROPEAN PERSPECTIVES......Page 12
2Evaluation and communication psychology......Page 16
NUMBER ONE PRACTITIONER TOPIC......Page 20
OBJECTIVES OF EVALUATION......Page 21
COMPLEXITY OF EVALUATION......Page 22
METHODOLOGY PROBLEMS......Page 23
EFFECTS-BASED PLANNING......Page 24
DEFINING EVALUATION......Page 25
PRINCIPLES OF EVALUATION......Page 27
HOLY GRAIL OR REINVENTING THE WHEEL......Page 32
‘BEAN COUNTERS’ V CREATIVITY......Page 34
LARGE-SCALE STUDIES......Page 35
LINDENMANN’S RESEARCH......Page 36
WATSON’S STUDIES......Page 39
AUSTRALIAN STUDIES......Page 40
SMALL SAMPLE RESEARCH......Page 42
CEO’S ATTITUDES......Page 48
THE BARRIERS TO EVALUATION......Page 49
PRESSURES TO EVALUATE......Page 50
CIPR POLICY STATEMENT......Page 51
CONCLUSIONS......Page 53
4Gathering and interpreting information......Page 57
THE SCOPE OF RESEARCH......Page 61
RESEARCH METHODS......Page 64
DESK RESEARCH......Page 65
ACTION RESEARCH......Page 67
CASE STUDIES......Page 68
EXPERIMENTS......Page 69
SURVEYS......Page 70
INTERVIEWS......Page 71
QUESTIONNAIRES......Page 74
SAMPLING METHODS......Page 76
QUESTIONNAIRE DESIGN......Page 77
ANALYSING INFORMATION......Page 79
5Evaluation structures and processes......Page 85
PREPARATION, IMPLEMENTATION, IMPACT......Page 86
MACNAMARA’S PYRAMID MODEL......Page 88
PUBLIC RELATIONS EFFECTIVENESS YARDSTICK......Page 90
THE PRE PROCESS......Page 92
THE UNIFIED MODEL......Page 96
PRACTITIONER-DERIVED MODELS......Page 98
SHORT TERM AND CONTINUING PROGRAMMES......Page 100
UNIVERSALITY OF APPLICATION......Page 103
DASHBOARDS AND SCORECARDS......Page 105
SETTING UP A SIMPLE MEDIA MONITORING SYSTEM......Page 111
A DIMENSIONAL MODEL OF MEDIA EVALUATION......Page 129
CASE STUDY: IN-HOUSE MEDIA EVALUATION SYSTEM......Page 133
PRICEWATERHOUSECOOPERS......Page 143
AIRBUS......Page 145
COMALCO......Page 147
INFOCOMM DEVELOPMENT AUTHORITY OF SINGAPORE......Page 149
LIFT06 CONFERENCE......Page 152
SOUTHWEST AIRLINES......Page 155
SURREY POLICE......Page 158
TOYOTA AUSTRALIA......Page 159
WESTMINSTER CITY COUNCIL, LONDON......Page 160
VOLVO XC90......Page 163
OBJECTIVES IN CONTEXT......Page 168
AIMS, GOALS AND OBJECTIVES......Page 171
MANAGEMENT BY OBJECTIVES (MBO)......Page 173
HIERARCHY OF OBJECTIVES......Page 175
SPECIFYING OBJECTIVES......Page 178
THE NATURE OF OBJECTIVES......Page 181
PROCESS OBJECTIVES......Page 184
MEASURING RELATIONSHIPS......Page 190
EVALUATING COMMUNICATIONS EFFECTIVENESS IN A CRISIS......Page 196
PUBLIC RELATIONS ONLINE......Page 202
EVALUATING WEBSITES AND ONLINE PRESS OFFICES......Page 210
MEDIA EVALUATION AND THE NET......Page 214
A CYBERSPACE TOOLBOX......Page 216
11Future developments......Page 220
DEVELOPING GOOD PRACTICE......Page 221
RETURN ON INVESTMENT (ROI)......Page 226
ECONOMETRICS......Page 232
ADVERTISING VALUE EQUIVALENTS (AVEs)......Page 234
PAYMENT BY RESULTS......Page 236
MANAGEMENT OVERVIEW......Page 238
MOVING EVALUATION FORWARD......Page 241
TOP TIPS FOR EVALUATING PUBLIC RELATIONS......Page 242
References......Page 248
FURTHER READING FROM KOGAN PAGE......Page 254
Index......Page 255

✦ Subjects

Маркетинг, реклама, PR;Связи с общественностью;