Public Relations Metrics
Research and Evaluation
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Book Description
Responding to the increasing need in academia and the public relations profession, this volume presents the current state of knowledge in public relations measurement and evaluation. The book brings together ideas and methods that can be used throughout the world, and scholars and practitioners from the United States, Europe, Asia, and Africa are represented.
Table of Contents
Public Relations Research and Evaluation
Content
Chapter 1 Public Relations Metrics: Measurement and Evaluation, an Overview
Betteke van Ruler, Ana Tkalac Vercic and Dejan Vercic
Part I Fundamentals of Public Relations Research
Chapter 2 Public Relations Methodology, Should We Bother (if it exists)?
Manfred Ruehl
Chapter 3 The Nature of Scholarly Endeavours in Public Relations
Alenka Jelen
Chapter 4 Empirical Research in Contemporary Social Sciences Relevant
to Public Relations: Towards a Network Approach
Jan Kleinnijenhuis
Chapter 5 Conceptualizing Quantitative Research in Public Relations
James Grunig
Chapter 6 Using Qualitative Research to Become the "Thinking Heart" of
Organizations
Larissa Grunig
Part II Public Relations Methods, Cases, Specific Topics
Chapter 7 The Corporate Communications Scorecard, A Framework for
Managing and Evaluating Communication Strategies
Ansgar Zerfass
Chapter 8 Modeling and Evaluating Public Relations Measures and
Campaigns by German Professionals
Barbara Baerns
Chapter 9 The Evaluation of Government Campaigns in the Netherlands
Wim van der Noort
Chapter 10 The Role of Research in Shaping and Measuring
Communication: London’s Bid to Hold the 2012 Games
Claire Spencer and Julia Jahansoozi
Chapter 11 An Examination of Organizational-Stakeholder Relationship,
Crisis Responsibility and Crisis Response Strategies
Iris Wong and Chung-ju Flora Hung
Chapter 12 The Case Study as an Evaluation Tool for Public Relations
Mafalda Eiró-Gomes and João Duarte
Chapter 13 Public Relations Research and Evaluation in Africa
Ronel Rensburg
Chapter 14 Adapting Communication Satisfaction and Relationship Scales
to a Third-World Country
Tanya le Roux
Chapter 15 Applying Stakeholder Thinking to Public Relations:
an Integrated Approach to Identifying Relationships that Matter
Nigel DeBussy
Chapter 16 Introducing the Institute for Public Relations and the
Commission on Measurement & Evaluation, Dedicated to
the Science Beneath the Art
Frank E. Ovaitt, Jr.
Chapter 17 Introducing the Chartered Institute of Public Relations Work on Research and Evaluation
Anne Gregory and Jon White
Editor(s)
Biography
Betteke van Ruler, PhD, is Professor of Communication and Organization in the Amsterdam School of Communication Research at the University of Amsterdam in the Netherlands. Her research focuses on the practice of communication management and the relationship between organizations and the press.
Ana Tkalac Vercic, PhD, is Associate Professor of Marketing and Marketing Communications at the Graduate School of Business and Economics, in Zagreb, Croatia. Her major research interests are focused on attitude and attitude change in public relations. She is a former Fulbright scholar and a recipient of various other grants and sholarships.
Dejan Vercic, PhD, FCIPR is a partner at Pristop agency and Associate Professor of Public Relations and Communication Management at the University of Ljubljana, Slovenia. Among his clients are governments, domestic and international corporations, and associations. He organizes the Lake Bled International Public Relations Research Symposia, held annually.