Foreword

01 Principles of public relations theory and practice
The role of theory
The evolution of public relations
Practice paradigm
Defining public relations
Modes of PR practice
Grunig's primacy
Questions to discuss

02 Evaluation and communication psychology
Number one practitioner topic
Defining evaluation
Objectives of evaluation
Complexity of evaluation
Methodology problems
Effects-based planning
Principles of evaluation
Questions to discuss

03 The history and culture of PR measurement and evaluation
Early influences
Mid-century
Increasing discussion
The 1980s and 1990s - debate widens
New century
Questions to discuss

04 Gathering and interpreting information
The scope of research
Primary and secondary research
Research methods
Action research
Case studies
Experiments
Surveys
Interviews
Focus groups
Questionnaires
Sampling methods
Questionnaire design
Content analysis
Questions to discuss

05 Evaluation structures and processes
Preparation, Implementation, Impact (PII)
Macnamara's Pyramid Model
Public relations effectiveness yardstick
Research and planning
The unified model
Practitioner-derived models
Short term and continuing programmes
Universality of application
Dashboards and scorecards
Questions to discuss

06 Developing a media evaluation system
Setting up a simple media monitoring system
A dimensional model of media evaluation
Case study: in-house media evaluation system
International media analysis
Questions to discuss

07 Evaluation in practice - case studies
Philips: strategic use of measurement
The Pepsi Refresh Project: evaluating the outcomes
Crime fighting PR: success on a low budget
St John Ambulance: promoting first aid training
Medicare open enrolment: changing behaviour through PR
Westminster City Council: using evaluation to improve services
Conclusions
Questions to discuss

08 Objectives and objective setting
Objectives in context
Aims, goals and objectives
Management by objectives (MBO)
Hierarchy of objectives
Specifying objectives
The nature of objectives
Process objectives
Questions to discuss

09 Relationship management and crisis communication measurement
Measuring relationships
Evaluating communication in a crisis
Questions to discuss

10 Evaluating social media
What should we be measuring?
Exposure/reach/impressions
Engagement/sentiment/tone
Influence/respect/relevance
Action/impact/value
Social media planning
KPI/metrics
The move towards standards
Questions to discuss

11 Linking PR activity to business
Return on Investment
Practitioner interest in financial metrics
New financial metrics - BCR and CEA
Valid metrics framework
Communication controlling
The six influence flows
Questions to discuss

References
Index