English Summary/英文概要： Operating under tight budget constraints and with an ever-increasing range of tools and technologies to choose from, PR professionals have never been under so much pressure to justify their decisions. Evaluating Public Relations advises PR practitioners at all levels on how to demonstrate clearly and objectively the impact that their work has to their clients and managers. The authors draw on both their practical and academic experience to discuss a diverse range of evaluation methods and strategies.

This fully updated edition of Evaluating Public Relations includes coverage and advice on the industry standards on PR measurement. Covering both theory and practice and containing case studies on Philips, Pepsi, St John Ambulance, Medicare and Westminster City Council, it is an essential handbook for both students and experienced practitioners.

Chinese Summary/中文概要： 在预算紧缩的条件下操作，以及日益增加可供广泛选择工具和技术支持，专业公关人员从未下这么多的压力下，提供切实可行的，而有意义的结果，来证明自己的正确决定。 《公共关系评估》给各级公关从业人员提供了参考建议，如何向他们的客户和管理人员，清楚地表明他们的工作在客观上的影响。作者借鉴他们这两个实践和学术的经验，讨论各种评价方法和战略，通过许多奖获奖案例研究和访谈进行阐释。这个新版本包括全额承保和新的公关行业标准评估方法。 《公共关系评估》涵盖了理论与实践，是学生和所有具有从业经验人员必备的手册。(Sandy)

Awards/获奖情况： "An excellent overview of the current status of PR evaluation." (Professor Philip Kitchen, Chair in Strategic Marketing, Hull University Business School)

Tom Watson is Professor of Public Relations at Bournemouth University, with a focus on applied research and professional practice. He was formerly Associate Professor and Head of the School of Communication at Charles Sturt University in Australia and was chairman of the UK’s Public Relations Consultants Association from 2000-2002.

Paul Noble FCIPR is an independent PR and communications trainer, consultant and facilitator. A CIPR Approved Trainer and e-learning specialist, he provides management support to growing PR consultancies, and is chief examiner of the CIPR’s Advanced Certificate. Paul has 30 years’ experience in senior consultancy, in-house and academic environments.