Evaluating Public Communication: Exploring New Models, Standards, and Best Practice
London; New York: Routledge (2018), xix, 392 pp.
Contains bibliogr. pp. 350-381, index
ISBN 978-1-138-22858-0
Signature commbox: 10-Management-E 2018
"Chapters feature: A review of 30 frameworks and models that inform processes for evaluation in advertising, public relations, health communication and promotion, government communication and other specialist fields 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 Task Force for Standardization of Communication Planning and Evaluation Models and the Coalition for Public Relations Research Standards; A comprehensive review of metrics that can inform evaluation including digital and social media metrics, 10 informal research methods, and more than 30 formal research methods for evaluating public communication; evaluation of public communication campaigns and projects in 12 contemporary case studies." (Back cover)
I. THE FOUNDATIONS OF EVALUATION
1 Why We Need to Critically Examine Communication, 1
2 Evaluation of Communication – Key Concepts, Principles, and Theories, 41
3 Models Informing Evaluation of Communication, 72
II. THE PRACTICE OF EVALUATION
4 Metrics, Analytics, and Beyond – The Evolving Evaluation Landscape, 143
5 Informal Methods to Evaluate Public Communication, 176
6 Research Approaches and Key Procedures, 189
7 Quantitative Methods to Evaluate Public Communication, 214
8 Qualitative and Mixed Methods to Evaluate Public Communication, 247
9 Reporting and Using Evaluation, 273
III. CASE STUDIES IN EVALUATION
10 Learning from Best (and Worst) Practice – International Case Studies, 285
1 Why We Need to Critically Examine Communication, 1
2 Evaluation of Communication – Key Concepts, Principles, and Theories, 41
3 Models Informing Evaluation of Communication, 72
II. THE PRACTICE OF EVALUATION
4 Metrics, Analytics, and Beyond – The Evolving Evaluation Landscape, 143
5 Informal Methods to Evaluate Public Communication, 176
6 Research Approaches and Key Procedures, 189
7 Quantitative Methods to Evaluate Public Communication, 214
8 Qualitative and Mixed Methods to Evaluate Public Communication, 247
9 Reporting and Using Evaluation, 273
III. CASE STUDIES IN EVALUATION
10 Learning from Best (and Worst) Practice – International Case Studies, 285
