This is a best practice guide to public relations planning, research & evaluation. The authors highlight expected future developments and the book is illustrated by case studies from around the globe.
Evaluating Public Relations gives you the tools you need to demonstrate the value of your PR campaigns. Illustrated by award-winning new international case studies, and containing interviews with leading PR practitioners, the new edition includes up-to-date information on:
the principles of public relations practice
evaluation and communication psychology
practitioner culture - why we do what we do
gathering and interpreting information
media evaluation systems
evaluation structures and processes
objectives and objective setting
measuring relationships and crisis communication
the challenge of the online environment
evaluation progress and future developments
Covering the theory as well as the practice, Evaluating Public Relations is an essential handbook for both students and experienced practitioners.
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