| 청구기호 |
HD59 .W325 2014 |
| 형태사항 |
1 online resource (208 p.)
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| 언어 |
English |
| 일반주기 |
Description based upon print version of record.
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| 서지주기 |
Includes bibliographical references and index.
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| 내용 |
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
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| 주제 |
Public relations -- Evaluation.
Public relations -- Planning.
Public relations -- Research.
Public relations --Evaluation.
Public relations --Planning.
Public relations --Research.
BUSINESS & ECONOMICS / Advertising & Promotion --bisacsh
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| ISBN |
9780749468903
0749468904
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