Description
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 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.
This fully updated edition of Evaluating Public Relations includes coverage and advice on the industry standards on PR measurement. Covering both theory and practice and containing case studies on Philips, Pepsi, St John Ambulance, Medicare and Westminster City Council, it is an essential handbook for both students and experienced practitioners.
Author: Tom Watson, Paul Noble
Publisher: Kogan Page
Published: 06/24/2014
Pages: 208
Binding Type: Paperback
Weight: 0.65lbs
Size: 9.10h x 6.10w x 0.60d
ISBN13: 9780749468897
ISBN10: 0749468890
BISAC Categories:
- Business & Economics | Public Relations
- Business & Economics | Marketing | General
About the Author
Dr Tom Watson is Professor of Public Relations at Bournemouth University, with a focus on applied research and professional practice. 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.