Dr Tom Watson FCIPR and Paul Noble FCIPR
£29.99 or £22.49 for CIPR members (25% member discount if you quote 'CIPR')
About this 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 provide solid, meaningful results and to justify their decisions. This third edition of 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 and this new edition includes full coverage and advice on the new industry standards on PR measurement. Covering both theory and practice and containing case studies on campaigns for Philips, Pepsi, St John Ambulance, Medicare and Westminster City Council, Evaluating Public Relations is an essential handbook for both students and experienced practitioners.
About the authors
The authors draw on their combined and extensive experience of PR evaluation, giving the reader valuable inside knowledge.
Dr Tom Watson FCIPR is Professor of Public Relations at Bournemouth University, with a focus on applied research and professional practice. He was formerly Associate Professor & Head of the School of Communication at Charles Sturt University in Australia and was chairman of the UK's Public Relations Consultants' Association from 2000-2002.
Paul Noble FCIPR is an independent PR and communications trainer, consultant and facilitator. A CIPR trainer and e-learning specialist, he provides management support to growing PR consultancies, and is chief examiner of the CIPR's Advanced Certificate. Paul has 30 years' experience in senior consultancy, in-house and academic environments.