000			01777nam a2200229 i 4500
008			240120s2005 xx aj 001 0 und d
020			_a9-780749-44521-8
040			_aGCL
082			_a659.2072 _bWAT
100	1	0	_aWatson, Tom
245	1	0	_aEvaluarting Public Relations : _bA Best practice Guide to Public Relations Planning,Researchand Evaluation / _cTom Watson and Paul Noble
260			_bKogan Page Limited, _aNew Delhi : _c2005.
300			_a213 Pages : _bpbk. _c22 cm.
336			_atext _brdacontent _2text
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aIncludes Index.
520			_aThis highly academic treatment of the theory of public relations extensively discusses the importance of evaluation. The book focuses on research about evaluating PR campaigns, including comparisons among various kinds of studies. Essentially a textbook, it goes into great detail about the specifics of research papers, their conclusions and their academic models. Authors Tom Watson and Paul Noble encourage PR practitioners to adopt a scientific framework for evaluating their work. To this end, they include checklists, case studies, flow charts, references and many bullet points, but their excellent insights and intentions do not make the book any more practical for the professional. While evaluating any business activity is a good practice (and PR professionals readily agree that it would be helpful), the reality is that very few PR firms will be able to apply this book to their hands-on, creative daily business. Because of that constraint, getAbstract recommends this investigation primarily to academics, theorists and long-range strategists.
650			_aMass Communication
700	1	0	_aPaul, Noble
942			_2ddc
999			_c1695 _d1695