Evaluating Public Relations

Operating under tight budget constraints and with an ever-increasing range of tools and technologies to choose from, PR professionals have never been under so much pressure to justify their decisions. Evaluating Public Relations advises PR practitioners at all levels on how to demonstrate clearly and objectively the impact that their work has to their clients and managers. The authors draw on both their practical and academic experience to discuss a diverse range of evaluation methods and strategies.This fully updated edition of Evaluating Public Relations includes coverage and advice on the industry standards on PR measurement. Covering both theory and practice and containing case studies on Philips, Pepsi, St John Ambulance, Medicare and Westminster City Council, it is an essential handbook for both students and experienced practitioners.

Provides plenty of examples of what works from around the world

Foreword01 Principles of public relations theory and practiceThe role of theoryThe evolution of public relationsPractice paradigmDefining public relationsModes of PR practiceGrunig's primacyQuestions to discuss02 Evaluation and communication psychologyNumber one practitioner topicDefining evaluationObjectives of evaluationComplexity of evaluationMethodology problemsEffects-based planningPrinciples of evaluationQuestions to discuss03 The history and culture of PR measurement and evaluationEarly influencesMid-centuryIncreasing discussionThe 1980s and 1990s - debate widensNew centuryQuestions to discuss04 Gathering and interpreting informationThe scope of researchPrimary and secondary researchResearch methodsAction researchCase studiesExperimentsSurveysInterviewsFocus groupsQuestionnairesSampling methodsQuestionnaire designContent analysisQuestions to discuss05 Evaluation structures and processesPreparation, Implementation, Impact (PII)Macnamara's Pyramid ModelPublic relations effectiveness yardstickResearch and planningThe unified modelPractitioner-derived modelsShort term and continuing programmesUniversality of applicationDashboards and scorecardsQuestions to discuss06 Developing a media evaluation systemSetting up a simple media monitoring systemA dimensional model of media evaluationCase study: in-house media evaluation systemInternational media analysisQuestions to discuss07 Evaluation in practice - case studiesPhilips: strategic use of measurementThe Pepsi Refresh Project: evaluating the outcomesCrime fighting PR: success on a low budgetSt John Ambulance: promoting first aid trainingMedicare open enrolment: changing behaviour through PRWestminster City Council: using evaluation to improve servicesConclusionsQuestions to discuss08 Objectives and objective settingObjectives in contextAims, goals and objectivesManagement by objectives (MBO)Hierarchy of objectivesSpecifying objectivesThe nature of objectivesProcess objectivesQuestions to discuss09 Relationship management and crisis communication measurementMeasuring relationshipsEvaluating communication in a crisisQuestions to discuss10 Evaluating social mediaWhat should we be measuring?Exposure/reach/impressionsEngagement/sentiment/toneInfluence/respect/relevanceAction/impact/valueSocial media planningKPI/metricsThe move towards standardsQuestions to discuss11 Linking PR activity to businessReturn on InvestmentPractitioner interest in financial metricsNew financial metrics - BCR and CEAValid metrics frameworkCommunication controllingThe six influence flowsQuestions to discussReferencesIndex