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
Summary
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
Notes
Previous edition: 2005
Bibliography
Includes bibliographical references (pages 244-250) and index
