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Evaluating Public Communication : Exploring New Models, Standards, and Best Practice by Jim Macnamara is a book available to read on EtoBox.

What is Evaluating Public Communication : Exploring New Models, Standards, and Best Practice about?

Evaluating Public Communication addresses the widely reported lack of rigorous outcome and impact-oriented evaluation in advertising; public relations; corporate, government, political and organizational communication and specialist fields, such as health communication. This transdisciplinary analysis integrates research literature from each of these fields of practice, as well as interviews, content analysis and ethnography, to identify the latest models and approaches. Chapters feature:• a review of 30 frameworks and models that inform processes for evaluation in communication, including the latest recommendations of industry bodies, evaluation councils and research institutes in several countries;• recommendations for standards based on contemporary social science research and industry initiatives, such as the IPR Task Force on Standards and the Coalition for Public Relations Research Standards;• an assessment of metrics that can inform evaluation, including digital and social media metrics, 10 informal research methods and over 30 formal research methods for evaluating public communication; • evaluation of public communication campaigns and projects in 12 contemporary case stud

Author

Jim Macnamara

Publisher

Routledge, an imprint of the Taylor & Francis Group

Published

2017

Language

EN

ISBN

9781138228573

Subjects

Science, Sociology, Social_sciences