Public Relations Metrics Research and Evaluation 1st Edition by Betteke van Ruler, Ana Tkalac Vercic, Dejan Vercic 9780805862720 0805862722

1 Public Relations Metrics: Measurement and Evaluation—An Overview

PART I Fundamentals of Public Relations Research

2 Public Relations Methodology: Should We Bother (If It Exists)?

3 The Nature of Scholarly Endeavors in Public Relations

4 Empirical Research in Contemporary Social Sciences Relevant to Public Relations: Toward a Network Approach

5 Conceptualizing Quantitative Research in Public Relations

6 Using Qualitative Research to Become the “Thinking Heart” of Organizations

PART II Public Relations Methods, Cases, and Specific Topics

7 The Corporate Communications Scorecard: A Framework for Managing and Evaluating Communication Strategies

8 Public Relations Is What Public Relations Does: Conclusions from a Long-Term Project on Professional Public Relations Modeling and Evaluation

9 The Evaluation of Government Campaigns in the Netherlands

10 The Role of Research in Shaping and Measuring Communication: London’s Bid to Hold the 2012 Games

11 Organization–Stakeholder Relationships, Crisis Responsibilities, and Crisis-Response Strategies

12 The Case Study as an Evaluation Tool for Public Relations

13 Public Relations Research and Evaluation in Africa

14 Adapting Communication Satisfaction and Relationship Scales to a Third-World Country

15 Applying Stakeholder Thinking to Public Relations: An Integrated Approach to Identifying Relationships that Matter

16 Introducing the Institute for Public Relations: Dedicated to the Science Beneath the Art

17 Introducing the Chartered Institute of Public Relations Initiative: Moving On from Talking About Evaluation to Incorporating It into Better Management of the Practice