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Evaluating Public Communication

Jim Macnamara
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advanced communication evaluation techniques
advertising evaluation
AIDA Model
audience research for evaluation
Author_Jim Macnamara
Behavioural Insights
Breast Screen
Category=GTC
Category=JBCT
Category=JBCT3
Category=KJSP
Category=KNTP2
Category=NH
communication evaluation
Communication Persuasion Matrix
Data Journalism
digital metrics
eq_bestseller
eq_business-finance-law
eq_history
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
ethnographic research
framework comparison
health communication
impact assessment
Jim Macnamara
Literature Review
media analytics
Media Content Analysis
NSW Government
Pink Sari
political campaign evaluation
PR Evaluation
PR Practitioner
PR Research
Programme Logic Models
public communication
Public Communication Campaigns
Public Communication Practitioners
Public Communication Professionals
public relations
public relations evaluation
Quantitative Research
reporting and using evaluation
research methods to evaluate public communication
social media metrics
social science standards
Sri Lankan Women
SROI
SROI Network
stakeholder engagement
Symbolic Convergence Theory
UK Cabinet Office
UK Civil Service
UK Government Communication
UK Government Department

Product details

  • ISBN 9781138228580
  • Weight: 616g
  • Dimensions: 156 x 234mm
  • Publication Date: 08 Sep 2017
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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Description

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 studies.

Evaluating Public Communication provides clear guidance on theory and practice for students, researchers and professionals in PR, advertising and all fields of communication.
About Jim Macnamara
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).

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