Media Relations Measurement

Regular price €59.99
A01=Elena Baikaltseva
A01=Ralf Leinemann
activity
Age Group_Uncategorized
Age Group_Uncategorized
analyst
audience
Author_Elena Baikaltseva
Author_Ralf Leinemann
automatic-update
balanced scorecards
Business Fundamentals
campaign
Category1=Non-Fiction
Category=KJSP
COP=United Kingdom
Delivery_Pre-order
department
eq_business-finance-law
eq_isMigrated=2
eq_non-fiction
favourability
Favourability Rating
Fyodor Dostoevsky
generic campaigns
industry
Language_English
Media Relations Measurement
PA=Temporarily unavailable
performance
Pop Stars
PR Activity
PR Agency
PR Campaign
PR Department
PR Evaluation
PR Measure
PR Performance
PR Plan
PR Professional
PR Work
press conferences
Price_€50 to €100
PS=Active
public relations evaluation
rating
Slugging Average
softlaunch
target
Vice Versa

Product details

  • ISBN 9781138380943
  • Weight: 250g
  • Dimensions: 174 x 246mm
  • Publication Date: 23 Aug 2018
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
  • Language: English
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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.
Dr Ralf Leinemann has more than 15 years of experience working in international PR, marketing and business development departments in the high-tech industry. He is currently the Communication Manager for Hewlett-Packard's Imaging and Printing Group in Europe, the 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 has been Public Relations and Marketing Communications Manager for Advanced Micro Devices (AMD) in the representative office in Moscow since the end of 2001. She has eight years of experience in communications functions 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.