Public Relations Metrics

Public Relations Research and Evaluation  Content Chapter 1 Public Relations Metrics: Measurement and Evaluation, an Overview Betteke van Ruler, Ana Tkalac Vercic and Dejan Vercic Part I Fundamentals of Public Relations Research Chapter 2 Public Relations Methodology, Should We Bother (if it exists)? Manfred Ruehl Chapter 3 The Nature of Scholarly Endeavours in Public Relations Alenka Jelen Chapter 4 Empirical Research in Contemporary Social Sciences Relevant to Public Relations: Towards a Network Approach Jan Kleinnijenhuis Chapter 5 Conceptualizing Quantitative Research in Public Relations James Grunig Chapter 6 Using Qualitative Research to Become the Thinking Heart of Organizations Larissa Grunig Part II Public Relations Methods, Cases, Specific Topics Chapter 7 The Corporate Communications Scorecard, A Framework for Managing and Evaluating Communication Strategies Ansgar Zerfass Chapter 8 Modeling and Evaluating Public Relations Measures and Campaigns by German Professionals Barbara Baerns Chapter 9 The Evaluation of Government Campaigns in the Netherlands Wim van der Noort Chapter 10 The Role of Research in Shaping and Measuring Communication: Londonâs Bid to Hold the 2012 Games Claire Spencer and Julia Jahansoozi Chapter 11 An Examination of Organizational-Stakeholder Relationship, Crisis Responsibility and Crisis Response Strategies Iris Wong and Chung-ju Flora Hung Chapter 12 The Case Study as an Evaluation Tool for Public Relations Mafalda Eir³-Gomes and Jo£o Duarte Chapter 13 Public Relations Research and Evaluation in Africa Ronel Rensburg Chapter 14 Adapting Communication Satisfaction and Relationship Scales to a Third-World Country Tanya le Roux Chapter 15 Applying Stakeholder Thinking to Public Relations: an Integrated Approach to Identifying Relationships that Matter Nigel DeBussy   Chapter 16 Introducing the Institute for Public Relations and the Commission on Measurement & Evaluation, Dedicated to the Science Beneath the Art Frank E. Ovaitt, Jr. Chapter 17 Introducing the Chartered Institute of Public Relations Work on Research and Evaluation Anne Gregory and Jon White