Strategische PR-Evaluation

The volume develops a system of evaluation techniques that enables the planning, implementation and success of PR programs to be recorded, evaluated and monitored. The system consists of interrelated, complementary elements: an evaluation model, a selection of appropriate methodology, an instrument for evaluating the entire PR program, and a special project management for PR evaluation. The model outlines the theoretical framework within which the collection, assessment and control takes place. The methodology outlines a selection of the existing possibilities for data collection. The instrument, a PR performance measurement system, provides the possibility to structure and evaluate the data. PR project management enables strategic planning, systematic implementation and complete documentation of the evaluation. The project of strategic PR-.