(Ebook) Public Relations Metrics Research and Evaluation 1st edittion by Betteke van Ruler, Ana Tkalac Vercic, Dejan Vercic 0805862722 9780805862720

(Ebook) Public Relations Metrics Research and Evaluation 1st edittion by Betteke van Ruler, Ana Tkalac Vercic, Dejan Vercic 0805862722 9780805862720

Public Relations Metrics: Research and Evaluation 1st edittion by Betteke van Ruler, Ana Tkalac Vercic, Dejan Vercic  - Ebook PDF Instant Download/DeliveryISBN: 0805862722, 9780805862720

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Product details:

ISBN-10 :  0805862722 

ISBN-13 :  9780805862720

Author:  Betteke van Ruler, Ana Tkalac Vercic, Dejan Vercic 

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.

Public Relations Metrics: Research and Evaluation 1st table of contents:

1 Public Relations Metrics: Measurement and Evaluation—An Overview
PART I Fundamentals of Public Relations Research
2 Public Relations Methodology: Should We Bother (If It Exists)?
3 The Nature of Scholarly Endeavors in Public Relations
4 Empirical Research in Contemporary Social Sciences Relevant to Public Relations: Toward a Network Approach
5 Conceptualizing Quantitative Research in Public Relations
6 Using Qualitative Research to Become the “Thinking Heart” of Organizations
PART II Public Relations Methods, Cases, and Specific Topics
7 The Corporate Communications Scorecard: A Framework for Managing and Evaluating Communication Strategies
8 Public Relations Is What Public Relations Does: Conclusions from a Long-Term Project on Professional Public Relations Modeling and Evaluation
9 The Evaluation of Government Campaigns in the Netherlands
10 The Role of Research in Shaping and Measuring Communication: London’s Bid to Hold the 2012 Games
11 Organization–Stakeholder Relationships, Crisis Responsibilities, and Crisis-Response Strategies
12 The Case Study as an Evaluation Tool for Public Relations
13 Public Relations Research and Evaluation in Africa
14 Adapting Communication Satisfaction and Relationship Scales to a Third-World Country
15 Applying Stakeholder Thinking to Public Relations: An Integrated Approach to Identifying Relationships that Matter
16 Introducing the Institute for Public Relations: Dedicated to the Science Beneath the Art
17 Introducing the Chartered Institute of Public Relations Initiative: Moving On from Talking About Evaluate

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Tags: Public Relations Metrics, Research, Evaluation, Betteke van Ruler, Ana Tkalac Vercic, Dejan Vercic