Contents

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

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