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Evaluating Public Communication
Af: Jim MacNamara Engelsk Paperback
SPAR
kr 50
Evaluating Public Communication
Af: Jim MacNamara Engelsk Paperback

Evaluating Public Communication addresses the widely reported lack of rigorous outcome and impact-oriented evaluation in advertising; public relations; corporate, government, political and organizational communication and specialist fields, such as health communication. This transdisciplinary analysis integrates research literature from each of these fields of practice, as well as interviews, content analysis and ethnography, to identify the latest models and approaches.

Chapters feature:

• a review of 30 frameworks and models that inform processes for evaluation in communication, including the latest recommendations of industry bodies, evaluation councils and research institutes in several countries;

• recommendations for standards based on contemporary social science research and industry initiatives, such as the IPR Task Force on Standards and the Coalition for Public Relations Research Standards;

• an assessment of metrics that can inform evaluation, including digital and social media metrics, 10 informal research methods and over 30 formal research methods for evaluating public communication;

• evaluation of public communication campaigns and projects in 12 contemporary case studies.

Evaluating Public Communication provides clear guidance on theory and practice for students, researchers and professionals in PR, advertising and all fields of communication.

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Evaluating Public Communication addresses the widely reported lack of rigorous outcome and impact-oriented evaluation in advertising; public relations; corporate, government, political and organizational communication and specialist fields, such as health communication. This transdisciplinary analysis integrates research literature from each of these fields of practice, as well as interviews, content analysis and ethnography, to identify the latest models and approaches.

Chapters feature:

• a review of 30 frameworks and models that inform processes for evaluation in communication, including the latest recommendations of industry bodies, evaluation councils and research institutes in several countries;

• recommendations for standards based on contemporary social science research and industry initiatives, such as the IPR Task Force on Standards and the Coalition for Public Relations Research Standards;

• an assessment of metrics that can inform evaluation, including digital and social media metrics, 10 informal research methods and over 30 formal research methods for evaluating public communication;

• evaluation of public communication campaigns and projects in 12 contemporary case studies.

Evaluating Public Communication provides clear guidance on theory and practice for students, researchers and professionals in PR, advertising and all fields of communication.

Produktdetaljer
Sprog: Engelsk
Sider: 392
ISBN-13: 9781138228580
Indbinding: Paperback
Udgave:
ISBN-10: 1138228583
Kategori: PR
Udg. Dato: 8 sep 2017
Længde: 22mm
Bredde: 156mm
Højde: 231mm
Oplagsdato: 8 sep 2017
Forfatter(e): Jim MacNamara
Forfatter(e) Jim MacNamara


Kategori PR


Sprog Engelsk


Indbinding Paperback


Sider 392


Udgave


Længde 22mm


Bredde 156mm


Højde 231mm

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