Evaluating public relations: a practice guide to public relations palnning, research, evaluation
- London Kogan Page 2005
- 213 p. ; figs Includes index and references
This much-needed book comprises nine chapters which start with theoretical perspectives and then demonstrate the design and implementation of a range of PR research and evaluation methods. It is illustrated by award-winning case studies from around the world and concludes with consideration of future developments. Most chapters are supplemented by interviews with leading PR practitioners and responses to a survey of leading practitioners around the worldwide