Evaluating Public Communication presents an integrated approach to campaign evaluation, drawing on public relations and advertising practice and research, as well as specialist expertise from different fields of communication.
Evaluating Public Communication presents an integrated approach to campaign evaluation, drawing on public relations and advertising practice and research, as well as specialist expertise from different fields of communication.
Jim Macnamara is Professor of Public Communication at the University of Technology Sydney (UTS). Previously CEO of a leading research company specializing in evaluation of communication, he is the author of 16 books on media and communication, including, most recently, Organizational Listening: The Missing Essential in Public Communication (2016).
Inhaltsangabe
List of Figures, List of Tables, Acknowledgements. Introduction. PART 1 - The Foundations of Evaluation 1. Why We Need to Critically Examine Communication 2. Evaluation of Communication - Key Concepts, Principles, and Theories 3. Models Informing Evaluation of Communication PART 2 - The Practice of Evaluation 4. Metrics, Analytics, and Beyond - The Evolving Evaluation Landscape 5. Informal Methods to Evaluate Public Communication 6. Research Approaches and Key Procedures 7. Quantitative Methods to Evaluate Public Communication 8. Qualitative and Mixed Methods to Evaluate Public Communication 9. Reporting and Using Evaluation PART 3 - Case Studies in Evaluation 10. Learning from Best (and Worst) Practice - International Case Studies
List of Figures, List of Tables, Acknowledgements. Introduction. PART 1 - The Foundations of Evaluation 1. Why We Need to Critically Examine Communication 2. Evaluation of Communication - Key Concepts, Principles, and Theories 3. Models Informing Evaluation of Communication PART 2 - The Practice of Evaluation 4. Metrics, Analytics, and Beyond - The Evolving Evaluation Landscape 5. Informal Methods to Evaluate Public Communication 6. Research Approaches and Key Procedures 7. Quantitative Methods to Evaluate Public Communication 8. Qualitative and Mixed Methods to Evaluate Public Communication 9. Reporting and Using Evaluation PART 3 - Case Studies in Evaluation 10. Learning from Best (and Worst) Practice - International Case Studies
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