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Review: Belteke van Ruler, Ana Tkalac Verc? ic? and Dejan Verc?ic? (eds), Public Relations Metrics: Research and Evaluation. New York and London: Routledge, 2008. £22.99. 328 pp.
Oleh:
Theaker, Alison
Jenis:
Article from Article
Dalam koleksi:
European Journal of Communication vol. 24 no. 3 (2010)
,
page 362-365.
Topik:
Public Relations Metrics
;
Research and Evaluation
Fulltext:
362.full.pdf
(73.99KB)
Isi artikel
This book suffers from a split personality. It is not sure who its audience is – practitioner or academic – and includes a mixture of discussions on the evaluation debate alongside some specific case studies of how evaluation methods have been applied across Europe and Africa. Several chapters complain about the lack of expertise in the industry, while others claim to showcase best practice.
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