Public relations metrics : research and evaluation / edited by Betteke van Ruler, Ana Tkalac Verčič, and Dejan Verčič.

Format:

Book

Contributor:

Ruler, Betteke van, 1948-

Tkalac Verčič, Ana.

Verčič, Dejan.

Series:

LEA's communication series

Language:

English

Subjects (All):

Public relations--Evaluation.

Public relations.

Public relations--Research.

Physical Description:

xv, 328 pages : illustrations, map ; 23 cm.

Place of Publication:

New York : Routledge, 2008.

Summary:

The core question for every public relations researcher is how public relations works: what it does in, to and for organizations, publics, or in the public arena. The answer to this question varies according to the methodologies the researcher uses. To address this circumstance, and to contribute toward establishing a solid research foundation, Public Relations Metrics goes beyond the "how to" of public relations research methods to think formally about research itself.

Chapters in this volume explore the issue of metrics in public relations from a theoretical angle-taking into account epistemology and conceptualization-and consider questions of definitions and measurement tools. Examples of actual research projects demonstrate a variety of metrics in implementation.

Responding to the basic truth that increasing knowledge requires study anchored in solid research programs, this volume makes a major step toward promoting relevant, timely, and well-considered research. It is certain to change how public relations research is conducted in the coming years, and as such it is required reading for scholars, researchers, and practitioners working in the public relations arena.

Contents:

Public relations metrics : measurement and evaluation, an overview / Betteke van Ruler, Ana Tkalac Verčič, and Dejan Verčič

Public relations methodology : should we bother (if it exists)? / Manfred Rühl

The nature of scholarly endeavors in public relations / Alenka Jelen

Empirical research in contemporary social sciences relevant to public relations : towards a network approach / Jan Kleinnijenhuis

Conceptualizing quantitative research in public relations / James E. Grunig

Using qualitative research to become the "thinking heart" of organizations / Larissa A. Grunig

The corporate communications scorecard : a framework for managing and evaluating communication strategies / Ansgar Zerfass

Public relations is what public relations does : conclusions from a long-term project on professional public relations modeling and evaluation / Barbara Baerns

The evaluation of government campaigns in the Netherlands / Wim van der Noort

The role of research in shaping and measuring communication : London's bid to hold the 2012 Games / Claire Spencer and Julia Jahansoozi

Organization-stakeholder relationships, crisis responsibilities, and crisis-response strategies / Iris Wong and Chung-ju Flora Hung

The case study as an evaluation tool for public relations / Mafalda Eiró-Gomes and João Duarte

Public relations research and evaluation in Africa / Ronél Rensburg

Adapting communication satisfaction and relationship scales to a third-world country / Tanya Le Roux

Applying stakeholder thinking to public relations : an integrated approach to identifying relationships that matter / Nigel de Bussy

Introducing the Institute for Public Relations : dedicated to the science beneath the art / Frank E. Ovaitt, Jr.

Introducing the Chartered Institute of Public Relations Initiative : moving on from talking about evaluation to incorporating it into better management of the practice / Anne Gregory and Jon White.

Notes:

Includes bibliographical references and index.

ISBN:

9780805862720

0805862722

9780805862737

0805862730

9781410616791

1410616797

OCLC:

144547673