Have one to sell? Sell yours here
Sorry, this item is not available in
Image not available for
Image not available

Tell the Publisher!
Id like to read this book on Kindle

Don't have a Kindle? Get your Kindle here, or download a FREE Kindle Reading App.

Evaluating Press Coverage: A Practical Guide to Measurement and Cost Effectiveness [Hardcover]

David Phillips

Available from these sellers.


Amazon Price New from Used from
Hardcover --  
Paperback --  

Book Description

Jun 1992
In almost every European country, public relations has been a fast-growing industry, considered a vital part of the marketing mix, and the area where the most radical marketing developments are to be seen. For all this, however, PR is still often criticized for its apparent lack of hard criteria, and appears to many as a rather nebulous activity on the fringes of "hard" marketing. It lacks the systems of evaluation crucial to the more "scientific" and quantifiable areas with which it is complimentary. An awareness of this potential flaw has led to the rapid development of various methods of PR evaluation, based around the nature, scope and style of press coverage that a campaign achieves. This text is a survey of applications, techniques and advantages. It explains why PR must be properly evaluated, the complete range of systems currently in use, the "impact ratios" of different types of press coverage, how they are measured and the back-up and resource services on offer.

Product details

More About the Author

Discover books, learn about writers, and more.

Sell a Digital Version of This Book in the Kindle Store

If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store. Learn more

Customer Reviews

There are no customer reviews yet.
5 star
4 star
3 star
2 star
1 star

Customer Discussions

This product's forum
Discussion Replies Latest Post
No discussions yet

Ask questions, Share opinions, Gain insight
Start a new discussion
First post:
Prompts for sign-in

Search Customer Discussions
Search all Amazon discussions

Look for similar items by category