Evaluating public relations : a best practice guide to public relations planning, research and evaluation /
Watson, Tom,1950-
Noble, Paul,1955-
London : Kogan Page,
2007.
Includes bibliographical references (p. [244]-250) and index.
Principles of public relations practice -- Evaluation and communication psychology -- Practitioner culture - why we do what we do -- Gathering and interpreting information -- Evaluation structures and processes -- Developing a media evaluation system --- Evaluation in practice - case studies -- Objectives and objective setting -- Relationship and crisis communication measurement -- The challenge of the online environment -- Future developments.
Public relations
Public relations