Public Relations Metrics : Research and Evaluation book cover
1st Edition

Public Relations Metrics
Research and Evaluation

ISBN 9780805862737
Published May 28, 2008 by Routledge
348 Pages

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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


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


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

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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.