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Evaluating Public Communication - Exploring New Models, Standards, and Best Practice (Hardcover)
Loot Price: R4,153
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Evaluating Public Communication - Exploring New Models, Standards, and Best Practice (Hardcover)
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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.
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