Evaluating content counts
Abstract
This paper explores content and media evaluation applications for public relations research, and identifies the difference between advertising measures of value and public relations value. In discussing this concept, it also seeks to offer research which shows that press as well as the broader activities of public relations have a powerful ally in semiotics and reception analysis, one that can aid understanding of work in all aspects of PR practice. It argues that public relations is effective when it works in the cultural context and that measurement, research and evaluation have to feed from robust methodologies to be at their most effective.
Keywords
Citation
Phillips, D. (2001), "Evaluating content counts", Journal of Communication Management, Vol. 6 No. 1, pp. 77-92. https://doi.org/10.1108/13632540210806964
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited