1st Edition
Evaluating Public Communication Exploring New Models, Standards, and Best Practice
Section 1: The Foundations of Evaluation 1. Why We Need To Critically Examine Communication 2. Program Evaluation – Key Principles, Concepts, and Theories 3. Evaluation Models in Communication 4. Research Approaches and Methodologies for Evaluation Section 2: The Practice of Evaluation 5. Metrics and Beyond 6. Research Methods to Evaluate Public Communication 7. Reporting and Using Evaluation Section 3: Case Studies in Evaluation 8. Learning from Best (And Worst) Practice – International Case Studies
Biography
Jim Macnamara is Professor of Public Communication at the University of Technology Sydney (UTS). Previously CEO of a leading research company specializing in evaluation of communication, he is the author of 16 books on media and communication, including, most recently, Organizational Listening: The Missing Essential in Public Communication (2016).
This is the most comprehensive book on evaluation that has been written to date. It covers all the bases, from the latest research to evaluation frameworks and a comprehensive list of the methods and metrics that can be used – all brought to life with a series of excellent case studies. As usual, Jim Macnamara is thorough and thoughtful in his approach, and he reinforces the point that evaluation requires a rounded view and judgements to be made. There is no silver bullet, human communication is far too complicated for that.
Professor Anne Gregory, University of Huddersfield, UK
