"Sets out a rigorous and academically robust basis for chief executives to determine for their PR budgets what Leverhulme and Wanamaker claimed to be unable to establish for their advertising - which bits are wasted." Argent "The extensive use of case studies and global practitioner vignettes throughout the book...brings the practice of evaluation to life." Robina Xavier, PRISM online journal "Essential reading for anyone involved in this practice. It is illustrated by case studies from around the globe and boasts interviews with leading PR practitioners. The authors draw on their experience of PR and highlight expected future developments, giving the reader valuable inside knowledge." Documentation on Books, Cases, Teaching Material in Management "Watson and Noble explore the strategy behind assessing PR, with examples of what works from around the world." Supply Management "A step in the right direction to informing industry professionals of the smorgasbord of evaluation options open to them." Inside PR "Authors Tom Watson and Paul noble encourage PR practitioners to adopt a scientific framework for evaluating their work." GetAbstractFrom the Publisher:
Global surveys have identified that evaluation is the current major professional research issue. Clients of PR firms are seeking greater evidence of the impact of campaigns and programmes, which in turn is leading to a greater demand for information on evaluation methods.
Evaluating Public Relations comprises nine chapters which start with theoretical perspectives and then demonstrate the design and implementation of a range of PR research and evaluation methods. It is illustrated by award-winning case studies from around the world and concludes with consideration of future developments. Most chapters are supplemented by interviews with leading PR practitioners and responses to a survey of leading practitioners around the worldwide.
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Descripción Paperback. Estado de conservación: New. New Softcover International Edition, Printed in Black and White, Different ISBN, Same Content As US edition, Book Cover may be Different, in English Language. Nº de ref. de la librería 30843
Descripción Kogan Page Business Books, 2005. Paperback. Estado de conservación: New. Nº de ref. de la librería DADAX0749443065
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