June 2014
Intermediate to advanced
208 pages
6h 13m
English
Content preview from Evaluating Public Relations, 3rd Edition
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Principles of public relations theory and practice
In this chapter, public relations is introduced and set in the historical perspective of its evolving practice. The nature and extent of public relations theory are explored and definitions of public relations are discussed.
Ask any group of PR practitioners around the world to list the major issues facing their discipline, and it is almost certain that evaluation of PR activity will be ranked very highly, if not the number one topic. The measurement of activity and outcomes has many facets which will be described throughout this book. To set the context of evaluation, the theory and debate over the discipline of public relations need to be explored. For some practitioners, theory is ‘stuff’ ...
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I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.