Evaluating Public Relations: A Best Practice Guide to Public Relations Planning, Research and Evaluation

by Paul Noble, Paul Noble

Evaluating Public Relations advises PR practitioners at all levels how to demonstrate clearly and objectively to their clients and managers the impact that their work has. The authors draw on both their practical and academic experience to discuss a diverse range of evaluation methods and strategies, illustrating them throughout with award winning case studies and interviews. Fully revised and updated, the second edition of this book allows practitioners to more closely monitor and evaluate their campaigns and helps them develop more robust campaign strategies. This edition includes new information online evaluation; measuring relationships; practitioner culture, evaluation procedures and structures; payment by results; econometrics; word of mouth. Covering both theory and practice, Evaluating Public Relations is a handbook for both students and experienced practitioners.

Genres: Communication, Business

252 pages, Paperback

First published March 3, 2005

Reviews

[Liudmila]

I really liked the book because it is written in a concise manner, covering the most important aspects of PR campaigns' evaluation. In my opinion, some sections should be updated, e.g. evaluating social media networks, KPIs/metrics, and some sections should be added, e.g. how to evaluate PR campaigns and activities from the ethics' perspective. Besides, there were quite a few typos, which shouldn't appear in a PR handbook. That's why I give this book four stars.