| LDR | | 05585cmm uu200637Mu 4500 |
| 001 | | 000000304612 |
| 005 | | 20230523115222 |
| 006 | | m o d |
| 007 | | cr -n- |
| 008 | | 140531s2014 enk o 000 0 eng d |
| 019 | |
▼a 880964434
▼a 881433017 |
| 020 | |
▼a 9780749468903 |
| 020 | |
▼a 0749468904 |
| 020 | |
▼z 9780749468897 |
| 020 | |
▼z 0749468890 |
| 035 | |
▼a (OCoLC)880827283
▼z (OCoLC)880964434
▼z (OCoLC)881433017 |
| 037 | |
▼a CL0500000448
▼b Safari Books Online |
| 040 | |
▼a EBLCP
▼b eng
▼c EBLCP
▼d N$T
▼d OCLCO
▼d YDXCP
▼d UMI
▼d E7B
▼d DEBSZ
▼d 248032 |
| 049 | |
▼a K4RA |
| 050 | 4 |
▼a HD59 .W325 2014 |
| 072 | 7 |
▼a BUS
▼x 002000
▼2 bisacsh |
| 082 | 04 |
▼a 659.2 |
| 100 | 1 |
▼a Watson, Tom. |
| 245 | 10 |
▼a Evaluating Public Relations
▼h [electronic resource] :
▼b A Guide to Planning, Research and Measurement. |
| 250 | |
▼a 3rd ed. |
| 260 | |
▼a London :
▼b Kogan Page,
▼c 2014. |
| 300 | |
▼a 1 online resource (208 p.) |
| 336 | |
▼a text
▼b txt
▼2 rdacontent |
| 337 | |
▼a computer
▼b c
▼2 rdamedia |
| 338 | |
▼a online resource
▼b cr
▼2 rdacarrier |
| 490 | 1 |
▼a PR In Practice |
| 500 | |
▼a Description based upon print version of record. |
| 504 | |
▼a Includes bibliographical references and index. |
| 505 | 0 |
▼a Foreword; 01 Principles of public relations theory and practice; The role of theory; The evolution of public relations; Practice paradigm; Defining public relations; Modes of PR practice; Grunig's primacy; Questions to discuss; 02 Evaluation and communication psychology; Number one practitioner topic; Defining evaluation; Objectives of evaluation; Complexity of evaluation; Methodology problems; Effects-based planning; Principles of evaluation; Questions to discuss; 03 The history and culture of PR measurement and evaluation; Early influences; Mid-century; Increasing discussion |
| 505 | 8 |
▼a The 1980s and 1990s -- debate widensNew century; Questions to discuss; 04 Gathering and interpreting information; The scope of research; Primary and secondary research; Research methods; Action research; Case studies; Experiments; Surveys; Interviews; Focus groups; Questionnaires; Sampling methods; Questionnaire design; Content analysis; Questions to discuss; 05 Evaluation structures and processes; Preparation, Implementation, Impact (PII); Macnamara's Pyramid Model; Public Relations Effectiveness Yardstick; Research and planning; The Unified model; Practitioner-derived models |
| 505 | 8 |
▼a Short term and continuing programmesUniversality of application; Dashboards and scorecards; Questions to discuss; 06 Developing a media evaluation system; Setting up a simple media monitoring system; A dimensional model of media evaluation; Case study: in-house media evaluation system; International media analysis; Questions to discuss; 07 Evaluation in practice -- case studies; Philips: strategic use of measurement; The Pepsi Refresh Project: evaluating the outcomes; Crime fighting PR: success on a low budget; St John Ambulance: promoting first aid training |
| 505 | 8 |
▼a Medicare Open Enrolment: changing behaviour through PRWestminster City Council: using evaluation to improve services; Conclusions; Questions to discuss; 08 Objectives and objective setting; Objectives in context; Aims, goals and objectives; Management by objectives; Hierarchy of objectives; Specifying objectives; The nature of objectives; Process objectives; Questions to discuss; 09 Relationship management and crisis communication measurement; Measuring relationships; Evaluating communication in a crisis; Questions to discuss; 10 Evaluating social media; What should we be measuring? |
| 505 | 8 |
▼a Exposure/reach/impressionsEngagement/sentiment/tone; Influence/respect/relevance; Action/impact/value; Social media planning; KPI/metrics; The move towards standards; Questions to discuss; 11 Linking PR activity to business; Return on Investment; Practitioner interest in financial metrics; New financial metrics -- BCR and CEA; Valid metrics framework; Communication controlling; The Six Influence Flows; Questions to discuss; References; Index |
| 520 | |
▼a 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 provide solid, meaningful results and 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 and this new edition includes full coverage and advice. |
| 650 | 4 |
▼a Public relations -- Evaluation. |
| 650 | 4 |
▼a Public relations -- Planning. |
| 650 | 4 |
▼a Public relations -- Research. |
| 650 | 0 |
▼a Public relations
▼x Evaluation. |
| 650 | 0 |
▼a Public relations
▼x Planning. |
| 650 | 0 |
▼a Public relations
▼x Research. |
| 650 | 7 |
▼a BUSINESS & ECONOMICS / Advertising & Promotion.
▼2 bisacsh |
| 655 | 4 |
▼a Electronic books. |
| 655 | 0 |
▼a Electronic books. |
| 700 | 1 |
▼a Noble, Paul. |
| 776 | 08 |
▼i Print version:
▼a Watson, Tom
▼t Evaluating Public Relations : A Guide to Planning, Research and Measurement
▼d London : Kogan Page,c2014
▼z 9780749468897 |
| 830 | 0 |
▼a PR In Practice. |
| 856 | 40 |
▼3 EBSCOhost
▼u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=783327 |
| 938 | |
▼a EBL - Ebook Library
▼b EBLB
▼n EBL1694817 |
| 938 | |
▼a EBSCOhost
▼b EBSC
▼n 783327 |
| 938 | |
▼a YBP Library Services
▼b YANK
▼n 11778347 |
| 938 | |
▼a ebrary
▼b EBRY
▼n ebr10878547 |
| 990 | |
▼a 관리자 |