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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 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. This fully updated edition of Evaluating Public Relations includes coverage and advice on…mehr
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 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. This fully updated edition of Evaluating Public Relations includes coverage and advice on the industry standards on PR measurement. Covering both theory and practice and containing case studies on Philips, Pepsi, St John Ambulance, Medicare and Westminster City Council, it is an essential handbook for both students and experienced practitioners.
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Autorenporträt
Tom Watson is Professor of Public Relations at Bournemouth University, with a focus on applied research and professional practice. He was formerly Associate Professor and Head of the School of Communication at Charles Sturt University in Australia and was chairman of the UK's Public Relations Consultants Association from 2000-2002. Paul Noble FCIPR is an independent PR and communications trainer, consultant and facilitator. A CIPR Approved Trainer and e-learning specialist, he provides management support to growing PR consultancies, and is chief examiner of the CIPR's Advanced Certificate. Paul has 30 years' experience in senior consultancy, in-house and academic environments.
Inhaltsangabe
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 The 1980s and 1990s - debate widens New 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 Short term and continuing programmes Universality 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 Medicare open enrolment: changing behaviour through PR Westminster 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 (MBO) 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? Exposure/reach/impressions Engagement/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
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 The 1980s and 1990s - debate widens New 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 Short term and continuing programmes Universality 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 Medicare open enrolment: changing behaviour through PR Westminster 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 (MBO) 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? Exposure/reach/impressions Engagement/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
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