Evaluating Public Relations, 3rd Edition

CONTENTS

1. Cover
2. Title Page
3. Imprint
4. Contents
5. Foreword
6. 01   Principles of public relations theory and practice
   1. The role of theory
   2. The evolution of public relations
   3. Practice paradigm
   4. Defining public relations
   5. Modes of PR practice
   6. Grunig’s primacy
   7. Questions to discuss
7. 02   Evaluation and communication psychology
   1. Number one practitioner topic
   2. Defining evaluation
   3. Objectives of evaluation
   4. Complexity of evaluation
   5. Methodology problems
   6. Effects-based planning
   7. Principles of evaluation
   8. Questions to discuss
8. 03   The history and culture of PR measurement and evaluation
   1. Early influences
   2. Mid-century
   3. Increasing discussion
   4. The 1980s and 1990s – debate widens
   5. New century
   6. Questions to discuss
9. 04   Gathering and interpreting information
   1. The scope of research ...