Full Description
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. The book 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.
Contents
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
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