• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Evaluation
Evaluation

Like any other business, public relations needs to demonstrate its value. Evaluation is a fundamental way of doing this but historically evaluation has taken a back seat to delivery in the PR industry. In a sense, the industry has become its own worst enemy, failing to develop meaningful evaluation strategies at a price marketers are willing to bare. However, this picture is changing. As the marketing communications model changes in line with fracturing audiences and growth in media channels, no longer is it taken for granted that advertising leads the communications programme and therefore clients and businesses are investing in evaluation techniques which will assess the true value of a public relations campaign.

Anne Gregory (2000) describes three elements of programme evaluation – input, output ...

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