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Summary
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.
Table of Contents
| Preface | p. vii |
| List of Contributors | p. viii |
| Acknowledgments | p. xvi |
| Public Relations Metrics: Measurement and Evaluation-An Overview | p. 1 |
| Fundamentals of Public Relations Research | p. 19 |
| Public Relations Methodology: Should We Bother (If It Exists)? | p. 21 |
| The Nature of Scholarly Endeavors in Public Relations | p. 36 |
| Empirical Research in Contemporary Social Sciences Relevant to Public Relations: Toward a Network Approach | p. 60 |
| Conceptualizing Quantitative Research in Public Relations | p. 88 |
| Using Qualitative Research to Become the "Thinking Heart" of Organizations | p. 120 |
| Public Relations Methods, Cases, and Specific Topics | p. 137 |
| The Corporate Communications Scorecard: A Framework for Managing and Evaluating Communication Strategies | p. 139 |
| Public Relations Is What Public Relations Does: Conclusions from a Long-Term Project on Professional Public Relations Modeling and Evaluation | p. 154 |
| The Evaluation of Government Campaigns in the Netherlands | p. 170 |
| The Role of Research in Shaping and Measuring Communication: London's Bid to Hold the 2012 Games | p. 182 |
| Organization-Stakeholder Relationships, Crisis Responsibilities, and Crisis-Response Strategies | p. 207 |
| The Case Study as an Evaluation Tool for Public Relations | p. 235 |
| Public Relations Research and Evaluation in Africa | p. 252 |
| Adapting Communication Satisfaction and Relationship Scales to a Third-World Country | p. 264 |
| Applying Stakeholder Thinking to Public Relations: An Integrated Approach to Identifying Relationships that Matter | p. 282 |
| Introducing the Institute for Public Relations: Dedicated to the Science Beneath the Art | p. 301 |
| Introducing the Chartered Institute of Public Relations Initiative: Moving On from Talking About Evaluation to Incorporating It into Better Management of the Practice | p. 307 |
| Index | p. 318 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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