June 2014
Intermediate to advanced
208 pages
6h 13m
English
Content preview from Evaluating Public Relations, 3rd Edition
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The first challenge with evaluating online public relations was monitoring: monitoring the online conversation, identifying trends, gathering information on issues and nascent crises, establishing who your promoters or detractors are, and establishing baselines to enable any progress to be measured at a later date. Now attention has moved on to ‘real’ evaluation in the form of analysing and using the data that this monitoring has unearthed. One immediate characteristic of evaluating social media is that there are many similar principles associated with traditional PR but the terminology is often different; frequently as part of an effort to generate spurious credibility – popularity cloaked as authority, for example. ...
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