Media Relations Measurement

Determining the Value of PR to Your Company's Success

Business & Finance, Marketing & Sales, Public Relations
Cover of the book Media Relations Measurement by Ralf Leinemann, Elena Baikaltseva, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Ralf Leinemann, Elena Baikaltseva ISBN: 9781351918916
Publisher: Taylor and Francis Publication: May 15, 2017
Imprint: Routledge Language: English
Author: Ralf Leinemann, Elena Baikaltseva
ISBN: 9781351918916
Publisher: Taylor and Francis
Publication: May 15, 2017
Imprint: Routledge
Language: English

Nowadays most managers seek a complete picture when it comes to return on investment and this applies to PR too. Despite this, and the developments in measurement tools for marketing and advertising, PR has lagged behind and different professionals have favoured different models. Ralf Leinemann and Elena Baikaltseva's book brings together the range of models for evaluating PR effectiveness and develops them into a series of appropriate tools for business use. Basic concepts such as balanced scorecards, business fundamentals and planning processes are all covered. The authors also introduce their own theory of PR evaluation and apply it to five different types of activity: interviews, press conferences, generic campaigns, crisis PR and long-term projects. In addition, the book contains many valuable tips and real-life examples throughout. Written for corporate PR practitioners and marketing/communications specialists, this book brings together business objectives and the evaluation of company impact in terms of media, reputation, visibility of the company and its competitors. In total, more than 60 different methods of evaluation are discussed, providing readers with an indispensable toolkit for mapping each PR task or project by selecting the appropriate method from the menu provided.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Nowadays most managers seek a complete picture when it comes to return on investment and this applies to PR too. Despite this, and the developments in measurement tools for marketing and advertising, PR has lagged behind and different professionals have favoured different models. Ralf Leinemann and Elena Baikaltseva's book brings together the range of models for evaluating PR effectiveness and develops them into a series of appropriate tools for business use. Basic concepts such as balanced scorecards, business fundamentals and planning processes are all covered. The authors also introduce their own theory of PR evaluation and apply it to five different types of activity: interviews, press conferences, generic campaigns, crisis PR and long-term projects. In addition, the book contains many valuable tips and real-life examples throughout. Written for corporate PR practitioners and marketing/communications specialists, this book brings together business objectives and the evaluation of company impact in terms of media, reputation, visibility of the company and its competitors. In total, more than 60 different methods of evaluation are discussed, providing readers with an indispensable toolkit for mapping each PR task or project by selecting the appropriate method from the menu provided.

More books from Taylor and Francis

Cover of the book Sigmund Freud (RLE: Freud) by Ralf Leinemann, Elena Baikaltseva
Cover of the book Sport, Masculinities and the Body by Ralf Leinemann, Elena Baikaltseva
Cover of the book Crime, Protest, Community, and Police in Nineteenth-Century Britain by Ralf Leinemann, Elena Baikaltseva
Cover of the book Gitanjali Reborn by Ralf Leinemann, Elena Baikaltseva
Cover of the book Cyber Zen by Ralf Leinemann, Elena Baikaltseva
Cover of the book The Physiology of Industry (Routledge Revivals) by Ralf Leinemann, Elena Baikaltseva
Cover of the book The Relationship between Human Security Discourse and International Law by Ralf Leinemann, Elena Baikaltseva
Cover of the book Brazilian Popular Music and Globalization by Ralf Leinemann, Elena Baikaltseva
Cover of the book Primary Education From Plowden To The 1990s by Ralf Leinemann, Elena Baikaltseva
Cover of the book Planning and Installing Micro-Hydro Systems by Ralf Leinemann, Elena Baikaltseva
Cover of the book Oranges and Lemons by Ralf Leinemann, Elena Baikaltseva
Cover of the book Investigation into Mr. Malone's Claim to Charter of Scholar by Ralf Leinemann, Elena Baikaltseva
Cover of the book A New Approach to English Pedagogical Grammar by Ralf Leinemann, Elena Baikaltseva
Cover of the book Relational Psychoanalysis, Volume 3 by Ralf Leinemann, Elena Baikaltseva
Cover of the book The Ombudsman Enterprise and Administrative Justice by Ralf Leinemann, Elena Baikaltseva
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy