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Evaluating Public Relations : A Guide to Planning, Research and Measurement 3rd Edition - Tom Watson

Evaluating Public Relations

A Guide to Planning, Research and Measurement 3rd Edition

By: Tom Watson, Paul Noble

Paperback | 3 June 2014 | Edition Number 3

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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.
Industry Reviews
"An excellent overview of the current status of PR evaluation." * Professor Philip Kitchen, Chair in Strategic Marketing, Hull University Business School *
"Watson and Noble explore the strategy behind assessing PR, with examples of what works from around the world." * Supply Management *
"This authoritative book is a must-read for professionals and academics alike. It shows how strategic communication can be planned, measured and aligned to overall organizational goals." * Professor Dr Ansgar Zerfass, University of Leipzig, Germany, and Bl Norwegian Business School, Oslo; President, European Public Relations Education and Research Association, Brussels *
"I recommend Evaluating Public Relations as a guide to the theory and best pratice that will enable you to define objectives and measure the impact of your work." * Stephen Waddington, Director, Ketchum Europe, and President, the Chartered Institute of Public Relations (CIPR) *
"AMEC applauds the new edition of Evaluating Public Relations. I hope this practical book becomes mandatory reading for every PR professional, because without being able to prove the value of what you do, you undermine your role." * Barry Leggetter, CEO, the International Association for Measurement and Evaluation of Communication (AMEC) *

You Can Find This Book In

Non-FictionBusiness & ManagementSales & MarketingPublic RelationsAccounting & Finance

Kogan Page PR in Practice

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