Media Relations Measurement

Name: Media Relations Measurement
Brand: Taylor & Francis
SKU: 9780566086502
Price: 207.0 NZD
Availability: InStock

Determining the Value of PR to Your Company's Success

By Ralf Leinemann and Elena Baikaltseva

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Summary

Media Relations Measurement by Ralf Leinemann and Elena Baikaltseva equips corporate PR practitioners and marketing professionals with a comprehensive toolkit to evaluate PR effectiveness. The book explores over 60 different evaluation methods, linking business objectives to the impact on media coverage, company reputation, and competitive visibility. It covers essential concepts including balanced scorecards, business fundamentals, and planning processes, and introduces the authors’ own theory of PR evaluation applied to interviews, press conferences, campaigns, crisis PR, and long-term projects. Filled with practical tips and real-world examples, this guide provides a clear path to selecting the right measurement tools for any PR task.
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Format: Hardback

$207⁰⁰

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Media Relations Measurement

$207⁰⁰

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Ideal for corporate PR practitioners, marketing and communications specialists, and business managers seeking to understand and measure the return on investment from public relations efforts.

The authors also introduce their own theory of PR evaluation and apply it to five different types of activity: interviews, press conferences, generic campaigns, crisis PR and long-term projects. In addition, the book contains many valuable tips and real-life examples throughout.

Description

Nowadays, most managers seek a complete picture when it comes to return on investment, and this applies to PR too. Despite this and the developments in measurement tools for marketing and advertising, PR has lagged behind, and different professionals have favoured different models.

Media Relations Measurement by Ralf Leinemann and Elena Baikaltseva brings together a range of models for evaluating PR effectiveness and develops them into a series of appropriate tools for business use. Basic concepts, such as balanced scorecards, business fundamentals, and planning processes, are all covered.

The authors introduce their own theory of PR evaluation and apply it to five different types of activity: interviews, press conferences, generic campaigns, crisis PR, and long-term projects. In addition, the book contains many valuable tips and real-life examples throughout.

Written for corporate PR practitioners and marketing/communications specialists, this book merges business objectives with the evaluation of company impact in terms of media, reputation, and the visibility of the company and its competitors.

In total, more than 60 different methods of evaluation are discussed, providing readers with an indispensable toolkit for mapping each PR task or project by selecting the appropriate method from the menu provided.

Book Details

INFORMATION

ISBN: 9780566086502

Publisher: Taylor & Francis Ltd

Format: Hardback

Date Published: 28 November 2004

Country: United Kingdom

Imprint: Gower Publishing Ltd

Audience: Professional and scholarly

DIMENSIONS

Width: 174.0mm

Height: 246.0mm

Weight: 453g

Pages: 136

Collections

Business & Entrepreneurship Elena Baikaltseva Marketing & Sales Non-Fiction Ralf Leinemann

About the Author

Dr Ralf Leinemann has more than 15 years of experience working in international PR, marketing and business development departments in the high-tech industry. He is currently the Communication Manager for Hewlett-Packard's Imaging and Printing Group in Europe, the Middle East and Africa with a focus on the consumer space. In 2003, he was selected to enter the Who's Who of Professionals. Elena Baikaltseva has been Public Relations and Marketing Communications Manager for Advanced Micro Devices (AMD) in the representative office in Moscow since the end of 2001. She has eight years of experience in communications functions working for the international high-tech corporations Hewlett-Packard and AMD, and collaborating with PR agencies. Her responsibilities today include PR for AMD in Russia and the CIS countries with a focus on consumer and corporate markets.