• Summary
  • Contents
  • Subject index

The Handbook of Public Relations offers a comprehensive and detailed examination of the field. It gives scholars, practitioners, and students a solid review of the status of the scholarly literature, stressing the role that public relations can play in building relationship between organizations, markets, audiences, and publics.

Chapter 19: Integrating Planning and Evaluation: Evaluating the Public Relations Practice and Public Relations Programs

Integrating Planning and Evaluation: Evaluating the Public Relations Practice and Public Relations Programs
Integrating planning and evaluation: Evaluating the public relations practice and public relations programs
TomWatson

This chapter offers an overview on the nature of public relations evaluation, the attitudes of practitioners toward it, and the models on which it can be based. ...

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