基本信息出版社：Kogan Page
页码：288 页
出版日期：2005年05月
ISBN：0749443065
International Standard Book Number：0749443065
条形码：9780749443061
EAN：9780749443061
装帧：平装
正文语种：英语

内容简介 在线阅读本书

* Combines 'how to' advice, theoretical insights and interviews with PR industry leaders
作者简介 Tom Watson Watson is Associate Professor & Head of the School of Communication at Charles Sturt University in Australia. He has more than 25 years experience in corporate and consultancy public relations and was awarded his PhD from Nottingham Trent University in 1995 for research into the modeling of public relations evaluation.^Paul Noble is an independent trainer, consultant, academic, and non-executive director of a public relations consulting firm. He has more than 25 years of experience in senior roles across a range of environments.
媒体推荐 "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." GetAbstract
目录
Contents: 1:Principles of Public Relations Practice 2:Evaluation and Communication Psychology 3:Practitioner Culture Why We Do What We Do 4:Gathering and Interpreting Information 5:Evaluation Structures and Processes 6:Developing a Media Evaluation System 7:Evaluation in Practice: Case Studies 8:Objectives and Objective Setting 9:Future Developments
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