Peter Howson
Gower
Hardback
416
2006
Nowadays most managers seek a complete picture when it comes to return on investment and this applies to PR too. Despite this and the developments in measurement tools for marketing and advertising PR has lagged behind and different professionals have favoured different models. Ralf Leinemann and Elena Baikaltseva's book brings together the range of models for evaluating PR effectiveness and develops them into a series of appropriate tools for business use.Written for corporate PR practitioners and marketing/communications specialists this book brings together business objectives and the evaluation of company impact in terms of media reputation visibility of the company and its competitors. In total more than 60 different methods of evaluation are discussed providing readers with an indispensable toolkit for mapping each PR task or project.
Gower
Hardback
416
2006
Nowadays most managers seek a complete picture when it comes to return on investment and this applies to PR too. Despite this and the developments in measurement tools for marketing and advertising PR has lagged behind and different professionals have favoured different models. Ralf Leinemann and Elena Baikaltseva's book brings together the range of models for evaluating PR effectiveness and develops them into a series of appropriate tools for business use.Written for corporate PR practitioners and marketing/communications specialists this book brings together business objectives and the evaluation of company impact in terms of media reputation visibility of the company and its competitors. In total more than 60 different methods of evaluation are discussed providing readers with an indispensable toolkit for mapping each PR task or project.