Transcription of Evaluating Public Relations
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Evaluating Public Relations
PR IN PRACTICE SERIESL ondon and PhiladelphiaEvaluating PublicRelationsTom Watson and Paul NobleA Best Practice Guide to Public Relations Planning, Research and EvaluationSecond Edition Evaluation in Public Relations Rev prelims:Evaluation in PR 13/7/07 14:46 Page iPublisher s noteEvery possible effort has been made to ensure that the information contained inthis book is accurate at the time of going to press, and the publishers and authorscannot accept responsibility for any errors or omissions, however caused. Noresponsibility for loss or damage occasioned to any person acting, or refrainingfrom action, as a result of the material in this publication can be accepted by theeditor, the publisher or either of the published in Great Britain and the United States in 2005 by Kogan PageLimitedSecond edition 2007 Apart from any fair dealing for the purposes of research or private study, or criti-cism or review, as permitted under the Copyright, Designs and Patents Act 1988,this publication may only be reproduced, stored or transmitted, in any form or byany means, with the prior permission in writing of the publishers, or in the case ofreprographic reproduction i
practitioner can apply proven theory will help in the making of ‘intel-ligent practical decisions’. When there is a lack of theory, it is exceed-ingly difficult to create a consistent decision-making methodology for use in planning and evaluation, let alone make predictions on outcomes of public relations activities.
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