Evaluating Public Communication : Exploring New Models, Standards, and Best Practice

Jim Macnamara

ISBN 10: 1138228583 / ISBN 13: 9781138228580

Published by Taylor & Francis Sep 2017, 2017

About this Item

Neuware - Evaluating Public Communication presents an integrated approach to campaign evaluation, drawing on public relations and advertising practice and research, as well as specialist expertise from different fields of communication.

Seller Inventory # 9781138228580

Bibliographic Details

• Title: Evaluating Public Communication : Exploring New Models, Standards, and Best Practice
• Publisher: Taylor & Francis Sep 2017
• Publication Date: 2017
• Language: English
• ISBN 10: 1138228583
• ISBN 13: 9781138228580
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 233W x 151H x 30D millimeters 233 millimeters width by 151 millimeters height by 30 millimeters depth
• Weight: 618 grams

About this title

Synopsis

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.

About the Author

Jim Macnamara is Professor of Public Communication at the University of Technology Sydney (UTS). Previously CEO of a leading research company specializing in evaluation of communication, he is the author of 16 books on media and communication, including, most recently, Organizational Listening: The Missing Essential in Public Communication (2016).