Evaluating Public Relations
A Best Practice Guide to Public Relations Planning, Research & Evaluation
Kogan Page, 2005
Category:
Sales & Marketing
Get the summary
Subscribe today and dramatically increase your business knowledge in your own time and at an affordable rate. Our summaries will update your skills, jump-start your career and put you ahead of the pack. Learn how to thrive in every aspect of your professional life.
getAbstract rating
| Overall |
|
(6)Applicability |
|
Innovation |
|
Style |
|
(4)
(7)
(5)| Level of Expertise |
|
In this summary you will learn
- Why you should evaluate public relations programs
- What the various evaluation models are
- How to use them
Why you should read Evaluating Public Relations
This highly academic treatment of the theory of public relations extensively discusses the importance of evaluation. The book focuses on research about evaluating PR campaigns, including comparisons among various kinds of studies. Essentially a textbook, it goes into great detail about the specifics of research papers, their conclusions and their academic models. Authors Tom Watson and Paul Noble encourage PR practitioners to adopt a scientific framework for evaluating their work. To this end, they include checklists, case studies, flow charts, references and many bullet points, but their excellent insights and intentions do not make the book any more practical for the professional. While evaluating any business activity is a good practice (and PR professionals readily agree that it would be helpful), the reality is that very few PR firms will be able to apply this book to their hands-on, creative daily business. Because of that constraint, getAbstract recommends this investigation primarily to academics, theorists and long-range strategists.
About the Authors
Tom Watson is associate professor and head of the School of Communications at Charles Sturt University in Australia. He has more than 25 years of experience in public relations. Paul Noble is an independent trainer, consultant and academic with more than 25 years of experience in consultancy management.
If you wish to purchase 20 or more copies of this title (not the summary, but the actual book), please contact us at info@getAbstract.com. Make sure you include the title of the book and your phone number.
getAbstract makes it easy for you to access the summary of Evaluating Public Relations any time or any place. Once registered, you can choose from a variety of download formats: PDF for your computer, BlackBerry, iPhone, Kindle, PDA or other handheld devices. You can even obtain the audio version of many of our summaries.
Subscribe today to gain access to this summary as well as many other compelling titles!