Evaluating Public Communication: Exploring New Models, Standards, and Best Practice
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Evaluating Public Communication: Exploring New Models, Standards, a...
Book Details
• Book Name: Evaluating Public Communication
• Format: Paperback
• Language: English
• ISBN-13: 9781138228580
• Writer: Jim Macnamara
• Book Edition: 1st Edition
• Publisher: Taylor & Francis Ltd
• Pages: 412
• Binding: Paperback
• Size: 9.1 x 6.3 x 1.0 inches
• Details:
• Addresses the lack of rigorous outcome and impact evaluation in advertising, public relations, corporate, government, political, and organizational communication, including specialist fields like health communication.
• Integrates research literature, interviews, content analysis, and ethnography to identify current models and approaches.
• Reviews 30 frameworks and models guiding evaluation in communication, including recommendations from global industry bodies.
• Assesses metrics, including digital/social media metrics, informal and formal research methods, and standards from key initiatives like the IPR Task Force.
• Features 12 case studies evaluating public communication campaigns and projects.
• Essential guidance for students, researchers, and professionals in PR, advertising, and communication fields.
• Review Highlight:
“The most comprehensive book on evaluation to date, covering research, frameworks, methods, and metrics, illustrated with excellent case studies.” — Professor Anne Gregory, University of Huddersfield, UK
