附註:Includes bibliographical references (pages 205-210) and index.
Principles of public relations practice -- Evaluation and communication psychology -- Practitioner culture -- why we do what we do -- Gathering and interpreting information -- Evaluation structures and processes -- Developing a media evaluation system -- Evaluation in practice-case studies -- Objectives and objective setting -- Future developments.
摘要:Global surveys have identified that evaluation is the current major professional research issue. Clients of PR firms are seeking greater evidence of the impact of campaigns and programmes, which in turn is leading to a greater demand for information on evaluation methods. This much-needed book comprises nine chapters which start with theoretical perspectives and then demonstrate the design and implementation of a range of PR research and evaluation methods. It is illustrated by award-winning case studies from around the world and concludes with consideration of future developments. Most chapters are supplemented by interviews with leading PR practitioners and responses to a survey of leading practitioners around the worldwide.
