Public Relations Metrics (eBook, ePUB)

Research and Evaluation
Redaktion: Ruler, Betteke Van; Vercic, Dejan; Tkalac Vercic, Ana

• Format: ePub

Produktbeschreibung

Responding to the increasing need in academia and the public relations profession, this volume presents the current state of knowledge in public relations measurement and evaluation. It brings together ideas and methods that can be used throughout the world, and scholars and practitioners from the United States, Europe, Asia, and Africa are represented. This volume serves as supplemental text in public relations research courses, and will be used by practitioners who are evaluating their own work.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 348
• Erscheinungstermin: 11. September 2009
• Englisch
• ISBN-13: 9781135593261
• Artikelnr.: 38261921

Autorenporträt

Betteke van Ruler, PhD, is Professor of Communication and Organization in the Amsterdam School of Communication Research at the University of Amsterdam in the Netherlands. Her research focuses on the practice of communication management and the relationship between organizations and the press. Ana Tkalac Vercic, PhD, is Associate Professor of Marketing and Marketing Communications at the Graduate School of Business and Economics, in Zagreb, Croatia. Her major research interests are focused on attitude and attitude change in public relations. She is a former Fulbright scholar and a recipient of various other grants and sholarships. Dejan Vercic, PhD, FCIPR is a partner at Pristop agency and Associate Professor of Public Relations and Communication Management at the University of Ljubljana, Slovenia. Among his clients are governments, domestic and international corporations, and associations. He organizes the Lake Bled International Public Relations Research Symposia, held annually.

Inhaltsangabe

Public Relations Research and Evaluation Content Chapter 1 Public Relations
Metrics: Measurement and Evaluation, an Overview Betteke van Ruler, Ana
Tkalac Vercic and Dejan Vercic Part I Fundamentals of Public Relations
Research Chapter 2 Public Relations Methodology, Should We Bother (if it
exists)? Manfred Ruehl Chapter 3 The Nature of Scholarly Endeavours in
Public Relations Alenka Jelen Chapter 4 Empirical Research in Contemporary
Social Sciences Relevant to Public Relations: Towards a Network Approach
Jan Kleinnijenhuis Chapter 5 Conceptualizing Quantitative Research in
Public Relations James Grunig Chapter 6 Using Qualitative Research to
Become the Thinking Heart of Organizations Larissa Grunig Part II Public
Relations Methods, Cases, Specific Topics Chapter 7 The Corporate
Communications Scorecard, A Framework for Managing and Evaluating
Communication Strategies Ansgar Zerfass Chapter 8 Modeling and Evaluating
Public Relations Measures and Campaigns by German Professionals Barbara
Baerns Chapter 9 The Evaluation of Government Campaigns in the Netherlands
Wim van der Noort Chapter 10 The Role of Research in Shaping and Measuring
Communication: London's Bid to Hold the 2012 Games Claire Spencer and Julia
Jahansoozi Chapter 11 An Examination of Organizational-Stakeholder
Relationship, Crisis Responsibility and Crisis Response Strategies Iris
Wong and Chung-ju Flora Hung Chapter 12 The Case Study as an Evaluation
Tool for Public Relations Mafalda Eiró-Gomes and João Duarte Chapter 13
Public Relations Research and Evaluation in Africa Ronel Rensburg Chapter
14 Adapting Communication Satisfaction and Relationship Scales to a
Third-World Country Tanya le Roux Chapter 15 Applying Stakeholder Thinking
to Public Relations: an Integrated Approach to Identifying Relationships
that Matter Nigel DeBussy Chapter 16 Introducing the Institute for Public
Relations and the Commission on Measurement & Evaluation, Dedicated to the
Science Beneath the Art Frank E. Ovaitt, Jr. Chapter 17 Introducing the
Chartered Institute of Public Relations Work on Research and Evaluation
Anne Gregory and Jon White