Skip to Main Content
The Public Relations Handbook, 5th Edition
book

The Public Relations Handbook, 5th Edition

by Alison Theaker
May 2016
Intermediate to advanced content levelIntermediate to advanced
556 pages
18h 3m
English
Routledge
Content preview from The Public Relations Handbook, 5th Edition

Chapter 10Measurement and evaluation

Mairead McCoy

Chapter Aims

The chapter provides an overview of the main theoretical and practical issues involved in evaluating public relations. It begins by introducing the area of evaluation and discussing the importance of objectives. Models of PR evaluation are then reviewed and the key research findings regarding the practice of PR evaluation and the main barriers to implementation are summarised. Some of the initiatives undertaken by the PR industry are then outlined before three particular areas of debate – media evaluation, return on investment and online evaluation – are highlighted. Finally, the chapter concludes by presenting a case study of a social return on investment (SROI) evaluation.

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

Public Relations, 4th Edition

Public Relations, 4th Edition

Jane Johnston
Strategic Planning for Public Relations, 7th Edition

Strategic Planning for Public Relations, 7th Edition

Deborah A. Silverman, Ronald D. Smith

Publisher Resources

ISBN: 9781317487364