- Hardcover: 140 pages
- Publisher: Gower Publishing Ltd; illustrated edition edition (30 Nov 2004)
- Language English
- ISBN-10: 0566086506
- ISBN-13: 978-0566086502
- Product Dimensions: 24.4 x 17.6 x 1.6 cm
- Amazon Bestsellers Rank: 1,578,394 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
Nowadays most managers seek a complete picture when it comes to return on investment and this applies to PR too. Despite this and the developments in measurement tools for marketing and advertising, PR has lagged behind and different professionals have favoured different models. Ralf Leinemann and Elena Baikaltseva's book brings together the range of models for evaluating PR effectiveness and develops them into a series of appropriate tools for business use. Basic concepts such as balanced scorecards, business fundamentals and planning processes are all covered. The authors also introduce their own theory of PR evaluation and apply it to five different types of activity: interviews, press conferences, generic campaigns, crisis PR and long-term projects. In addition, the book contains many valuable tips and real-life examples throughout. Written for corporate PR practitioners and marketing/communications specialists, this book brings together business objectives and the evaluation of company impact in terms of media, reputation, visibility of the company and its competitors. In total, more than 60 different methods of evaluation are discussed, providing readers with an indispensable toolkit for mapping each PR task or project by selecting the appropriate method from the menu provided.
About the Author
Dr Ralf Leinemann has more than 15 years of experience working in international PR, marketing and business development department in the high-tech industry. He is currently the Communication Manager for Hewlett-Packard's Imaging and Printing Group in EMEA (Europe, Middle East and Africa) with a focus on the consumer space. In 2003, he was selected to enter the Who's Who of Professionals. Elena Baikaltseva is Public Relations and Marketing Communications Manager for Advanced Micro Devices (AMD) in the representative office in Moscow since end of 2001. She has 8 years of PR experience working for the international high-tech corporations Hewlett-Packard and AMD, and collaborating with PR agencies. Her responsibilities today include PR for AMD in Russia and the CIS countries with a focus on consumer and corporate markets.
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
The following situation is familiar to all of us. Read the first page
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