E-Book Overview
Evaluating Public Relations advises PR practitioners at all levels how to demonstrate clearly and objectively to their clients and managers the impact that their work has. The authors draw on both their practical and academic experience to discuss a diverse range of evaluation methods and strategies, illustrating them throughout with award winning case studies and interviews. Fully revised and updated, the second edition of this book allows practitioners to more closely monitor and evaluate their campaigns and helps them develop more robust campaign strategies. This edition includes new information on: online evaluation; measuring relationships; practitioner culture, evaluation procedures and structures; payment by results; econometrics; word of mouth. Covering both theory and practice, Evaluating Public Relations is a handbook for both students and experienced practitioners.
E-Book Content
Evaluation in Public Relations Rev prelims:Evaluation in PR
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PR IN PRACTICE SERIES
Evaluating Public Relations A Best Practice Guide to Public Relations Planning, Research and Evaluation Second Edition
Tom Watson and Paul Noble
London and Philadelphia
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Publisher ’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or either of the authors. First published in Great Britain and the United States in 2005 by Kogan Page Limited Second edition 2007 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN United Kingdom www.kogan-page.co.uk
525 South 4th Street, #241 Philadelphia PA 19147 USA
© Tom Watson and Paul Noble, 2005, 2007 The right of Tom Watson and Paul Noble to be identified as the authors of this work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. ISBN-13
978 0 7494 4979 7
British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data Watson, Tom, 1950– Evaluating public relations : a best practice guide to public relations planning, research & evaluation / Tom Watson & Paul Noble. -- 2nd ed. p. cm. Includes bibliographical references and index. ISBN-13: 978-0-7494-4979-7 ISBN-10: 0-7494-4979-9 1. Public relations--Evaluation. 2. Public relations--Evaluation--Case studies. I. Noble, Paul, 1955– II. Title. HD59.W325 2007 659.2--dc22 2007026140
Typeset by Jean Cussons Typesetting, Diss, Norfolk Printed and bound in India by Replika Press Ptv Ltd
Evaluation in Public Relations Rev prelims:Evaluation in PR
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Contents 1 Principles of public relations practice The role of theory 2; The evolution of public relations 3; Practice paradigm 4; Defin