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Evaluating Public Relations

A Guide to Planning, Research and Measurement

Provide stakeholders with solid, meaningful results with this best practice guide to planning, research and evaluation.

In association with

EAN: 9780749468897
Edition: 3
Format: 234x157
208 pages

About the book

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.

About the authors

Tom Watson

Dr Tom Watson, FCIPR, is Deputy Dean (Education) in The Media School at Bournemouth University. He has more than 25 years' experience in corporate and consultancy public relations and is a member of the Commission on Public Relations Measurement and Evaluation.

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Paul Noble

Paul Noble, FCIPR, is an independent PR trainer, consultant, academic and mentor. He is a CIPR-approved trainer and e-learning specialist, and provides management support to growing PR consultancies. He has 30 years' experience in senior consultancy, in-house and academic environments.

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An excellent overview of the current status of PR evaluation.

Professor Philip Kitchen, Chair in Strategic Marketing, Hull University Business School