Contents -- 1Principles of public relations practice -- THE ROLE OF THEORY -- THE EVOLUTION OF PUBLIC RELATIONS -- PRACTICE PARADIGM -- DEFINING PUBLIC RELATIONS -- PUBLIC RELATIONS THEORY -- GRUNIG'S PRIMACY -- EUROPEAN PERSPECTIVES -- 2Evaluation and communication psychology -- 2Evaluation and communication psychology -- NUMBER ONE PRACTITIONER TOPIC -- OBJECTIVES OF EVALUATION -- COMPLEXITY OF EVALUATION -- METHODOLOGY PROBLEMS -- EFFECTS-BASED PLANNING -- DEFINING EVALUATION -- PRINCIPLES OF EVALUATION -- 3Practitioner culture - why we do what we do -- HOLY GRAIL OR REINVENTING THE WHEEL -- 'BEAN COUNTERS' V CREATIVITY -- LARGE-SCALE STUDIES -- LINDENMANN'S RESEARCH -- WATSON'S STUDIES -- AUSTRALIAN STUDIES -- SMALL SAMPLE RESEARCH -- CEO'S ATTITUDES -- MULTIPLE METRICS -- THE BARRIERS TO EVALUATION -- PRESSURES TO EVALUATE -- CIPR POLICY STATEMENT -- CONCLUSIONS -- 4Gathering and interpreting information -- THE SCOPE OF RESEARCH -- RESEARCH METHODS -- DESK RESEARCH -- ACTION RESEARCH -- CASE STUDIES -- EXPERIMENTS -- SURVEYS -- INTERVIEWS -- QUESTIONNAIRES -- SAMPLING METHODS -- QUESTIONNAIRE DESIGN -- ANALYSING INFORMATION -- 5Evaluation structures and processes -- PREPARATION, IMPLEMENTATION, IMPACT -- MACNAMARA'S PYRAMID MODEL -- PUBLIC RELATIONS EFFECTIVENESS YARDSTICK -- THE PRE PROCESS -- THE UNIFIED MODEL -- PRACTITIONER-DERIVED MODELS -- SHORT TERM AND CONTINUING PROGRAMMES -- UNIVERSALITY OF APPLICATION -- DASHBOARDS AND SCORECARDS -- 6Developing a media evaluation system -- SETTING UP A SIMPLE MEDIA MONITORING SYSTEM -- A DIMENSIONAL MODEL OF MEDIA EVALUATION -- CASE STUDY: IN-HOUSE MEDIA EVALUATION SYSTEM -- 7Evaluation in practice - case studies -- PRICEWATERHOUSECOOPERS -- AIRBUS -- COMALCO -- INFOCOMM DEVELOPMENT AUTHORITY OF SINGAPORE -- LIFT06 CONFERENCE -- SOUTHWEST AIRLINES -- SURREY POLICE -- TOYOTA AUSTRALIA.

WESTMINSTER CITY COUNCIL, LONDON -- VOLVO XC90 -- 8Objectives and objective setting -- OBJECTIVES IN CONTEXT -- AIMS, GOALS AND OBJECTIVES -- MANAGEMENT BY OBJECTIVES (MBO) -- HIERARCHY OF OBJECTIVES -- SPECIFYING OBJECTIVES -- THE NATURE OF OBJECTIVES -- PROCESS OBJECTIVES -- 9Relationship and crisis communication measurement -- MEASURING RELATIONSHIPS -- EVALUATING COMMUNICATIONS EFFECTIVENESS IN A CRISIS -- 10The challenge of the online environment -- PUBLIC RELATIONS ONLINE -- EVALUATING WEBSITES AND ONLINE PRESS OFFICES -- MEDIA EVALUATION AND THE NET -- A CYBERSPACE TOOLBOX -- 11Future developments -- DEVELOPING GOOD PRACTICE -- RETURN ON INVESTMENT (ROI) -- ECONOMETRICS -- ADVERTISING VALUE EQUIVALENTS (AVEs) -- PAYMENT BY RESULTS -- MANAGEMENT OVERVIEW -- MOVING EVALUATION FORWARD -- TOP TIPS FOR EVALUATING PUBLIC RELATIONS -- References -- FURTHER READING FROM KOGAN PAGE -- Index.