Jim Macnamara

Evaluating Public Communication

Exploring New Models, Standards, and Best Practice

• Gebundenes Buch

Produktbeschreibung

Evaluating Public Communication presents an integrated approach to campaign evaluation, drawing on public relations and advertising practice and research, as well as specialist expertise from different fields of communication.

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Produktdetails

• Verlag: Taylor & Francis Ltd (Sales)
• Seitenzahl: 392
• Erscheinungstermin: 6. September 2017
• Englisch
• Abmessung: 241mm x 163mm x 30mm
• Gewicht: 741g
• ISBN-13: 9781138228573
• ISBN-10: 1138228575
• Artikelnr.: 49208852

Autorenporträt

Jim Macnamara is Professor of Public Communication at the University of Technology Sydney (UTS). Previously CEO of a leading research company specializing in evaluation of communication, he is the author of 16 books on media and communication, including, most recently, Organizational Listening: The Missing Essential in Public Communication (2016).

Inhaltsangabe

List of Figures, List of Tables, Acknowledgements. Introduction. PART 1 -
The Foundations of Evaluation 1. Why We Need to Critically Examine
Communication 2. Evaluation of Communication - Key Concepts, Principles,
and Theories 3. Models Informing Evaluation of Communication PART 2 - The
Practice of Evaluation 4. Metrics, Analytics, and Beyond - The Evolving
Evaluation Landscape 5. Informal Methods to Evaluate Public Communication
6. Research Approaches and Key Procedures 7. Quantitative Methods to
Evaluate Public Communication 8. Qualitative and Mixed Methods to Evaluate
Public Communication 9. Reporting and Using Evaluation PART 3 - Case
Studies in Evaluation 10. Learning from Best (and Worst) Practice -
International Case Studies