Responding to the increasing need in academia and the public relations profession, this volume presents the current state of knowledge in public relations measurement and evaluation. The book brings together ideas and methods that can be used throughout the world, and scholars and practitioners from the United States, Europe, Asia, and Africa are represented.
Public Relations Research and Evaluation Content
Chapter 1 Public
Relations Metrics: Measurement and Evaluation, an Overview Betteke van Ruler,
Ana Tkalac Vercic and Dejan Vercic Part I Fundamentals of Public Relations
Research
Chapter 2 Public Relations Methodology, Should We Bother (if it
exists)? Manfred Ruehl
Chapter 3 The Nature of Scholarly Endeavours in Public
Relations Alenka Jelen
Chapter 4 Empirical Research in Contemporary Social
Sciences Relevant to Public Relations: Towards a Network Approach Jan
Kleinnijenhuis
Chapter 5 Conceptualizing Quantitative Research in Public
Relations James Grunig
Chapter 6 Using Qualitative Research to Become the
Thinking Heart of Organizations Larissa Grunig Part II Public Relations
Methods, Cases, Specific Topics
Chapter 7 The Corporate Communications
Scorecard, A Framework for Managing and Evaluating Communication Strategies
Ansgar Zerfass
Chapter 8 Modeling and Evaluating Public Relations Measures
and Campaigns by German Professionals Barbara Baerns
Chapter 9 The Evaluation
of Government Campaigns in the Netherlands Wim van der Noort
Chapter 10 The
Role of Research in Shaping and Measuring Communication: Londons Bid to Hold
the 2012 Games Claire Spencer and Julia Jahansoozi
Chapter 11 An Examination
of Organizational-Stakeholder Relationship, Crisis Responsibility and Crisis
Response Strategies Iris Wong and Chung-ju Flora Hung
Chapter 12 The Case
Study as an Evaluation Tool for Public Relations Mafalda Eiró-Gomes and Joćo
Duarte
Chapter 13 Public Relations Research and Evaluation in Africa Ronel
Rensburg
Chapter 14 Adapting Communication Satisfaction and Relationship
Scales to a Third-World Country Tanya le Roux
Chapter 15 Applying Stakeholder
Thinking to Public Relations: an Integrated Approach to Identifying
Relationships that Matter Nigel DeBussy
Chapter 16 Introducing the
Institute for Public Relations and the Commission on Measurement &
Evaluation, Dedicated to the Science Beneath the Art Frank E. Ovaitt, Jr.
Chapter 17 Introducing the Chartered Institute of Public Relations Work on
Research and Evaluation Anne Gregory and Jon White
Betteke van Ruler, PhD, is Professor of Communication and Organization in the Amsterdam School of Communication Research at the University of Amsterdam in the Netherlands. Her research focuses on the practice of communication management and the relationship between organizations and the press.
Ana Tkalac Vercic, PhD, is Associate Professor of Marketing and Marketing Communications at the Graduate School of Business and Economics, in Zagreb, Croatia. Her major research interests are focused on attitude and attitude change in public relations. She is a former Fulbright scholar and a recipient of various other grants and sholarships.
Dejan Vercic, PhD, FCIPR is a partner at Pristop agency and Associate Professor of Public Relations and Communication Management at the University of Ljubljana, Slovenia. Among his clients are governments, domestic and international corporations, and associations. He organizes the Lake Bled International Public Relations Research Symposia, held annually.
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