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Books > Business & Economics > Business & management > Sales & marketing > Public relations
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Media Relations Measurement - Determining the Value of PR to Your Company's Success (Paperback)
Loot Price: R1,632
Discovery Miles 16 320
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Media Relations Measurement - Determining the Value of PR to Your Company's Success (Paperback)
Expected to ship within 12 - 17 working days
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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. Basic concepts such as balanced scorecards,
business fundamentals and planning processes are all covered. The
authors also introduce their own theory of PR evaluation and apply
it to five different types of activity: interviews, press
conferences, generic campaigns, crisis PR and long-term projects.
In addition, the book contains many valuable tips and real-life
examples throughout. 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 by selecting the appropriate method
from the menu provided.
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