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portada Evaluating Public Communication: Exploring new Models, Standards, and Best Practice
Type
Physical Book
Publisher
Author
Year
2017
Language
English
Pages
412
Format
Hardcover
ISBN13
9781138228573
Edition No.
1
Categories

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

Jim Macnamara (Author) · Routledge · Hardcover

Evaluating Public Communication: Exploring new Models, Standards, and Best Practice - Jim Macnamara

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Synopsis "Evaluating Public Communication: Exploring new Models, Standards, and Best Practice "

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.

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