June 2014
Intermediate to advanced
208 pages
6h 13m
English
Content preview from Evaluating Public Relations, 3rd Edition
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Linking PR activity to business
The issue of accurately quantifying public relations and corporate communication activity in relation to business objectives and outcomes has long been a top practice issue. In times of tighter economic pressure, there is increasing need to demonstrate value. Although for some decades the use of advertising value equivalence (AVE) to show value by reference to equivalent advertising space was used, managements are now shrewder and want real results, not false ones. In this chapter the notion of Return on Investment (ROI) is critiqued, two metrics are proposed as being both more accurate and relevant than ROI and a total approach to the creation of value through communication – communication controlling – is ...
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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.