Media Relations Measurement: The Value of PR to Your Company's Success

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Overview

Leinemann and Baikaltseva have a combined 23-plus years of experience in international public relations for leading global companies. They bring together classical theories and approaches for PR measurement with real examples of how to work on a day-to-day basis. Following discussion of the basic tools and processes, the text covers measuring the results of a press interview, a press conference, a PR campaign, and a crisis situation, and measuring long-term trends. For PR managers of larger corporations, communications specialists of smaller or medium-sized companies, and managers of communications departments who've come to the role from a different educational background. Distributed in the U.S. by Ashgate. Annotation ©2004 Book News, Inc., Portland, OR
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Product Details

  • ISBN-13: 9780566086502
  • Publisher: Ashgate Publishing, Limited
  • Publication date: 11/30/2004
  • Pages: 134
  • Product dimensions: 6.60 (w) x 9.70 (h) x 0.70 (d)

Table of Contents

1 Initial brainstorming 1
2 Basic tools and processes 13
3 Measuring the results of a press interview 35
4 Measuring the results of a press conference 45
5 Measuring the results of a PR campaign 55
6 Measuring long-term trends 71
7 Measuring the results of a crisis situation 87
8 App. A : example press questionnaire 95
9 App. B : example measurement indices 97
10 App. C : measuring product reviews and awards 99
11 App. D : balanced scorecard template 102
12 App. E : list of criteria for measurements 103
13 Literature 111
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