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Zusatztext 'This book helps the reader to learn about PR measurements and to make proper use of the collected information.' Laurent Balaine! Chairman and CEO! Telisma. 'This book is designed for PR professionals! and the metrics range from very simple to quite complex. Whilst these are no doubt suitable for full-time professionals. Some of them are too time-consuming for most freelancers! who have to do everything in the business (that's not a criticism of the book in any way). However! the book will be useful to all freelancers who are looking to qualify their PR efforts.' Techscribe! May 2005 Informationen zum Autor Dr Ralf Leinemann has more than 15 years of experience working in international PR! marketing and business development departments in the high-tech industry. He is currently the Communication Manager for Hewlett-Packard's Imaging and Printing Group in Europe! the Middle East and Africa with a focus on the consumer space. In 2003! he was selected to enter the Who's Who of Professionals. Elena Baikaltseva has been Public Relations and Marketing Communications Manager for Advanced Micro Devices (AMD) in the representative office in Moscow since the end of 2001. She has eight years of experience in communications functions working for the international high-tech corporations Hewlett-Packard and AMD! and collaborating with PR agencies. Her responsibilities today include PR for AMD in Russia and the CIS countries with a focus on consumer and corporate markets. Zusammenfassung The authors also introduce their own theory of PR evaluation and apply it to five different types of activity: interviews, press conferences, generic campaigns, crisis PR and long-term projects. In addition, the book contains many valuable tips and real-life examples throughout. Inhaltsverzeichnis Contents: List of figures; Foreword; Preface; Initial brainstorming; Basic tools and processes; Measuring the results of a press interview; Measuring the results of a press conference; Measuring the results of a PR campaign; Measuring long-term trends; Measuring the results of a crisis situation; Appendix A - Example press questionnaire; Appendix B - Example measurement indices; Appendix C - Measuring product reviews and awards; Appendix D - Balanced scorecard template; Appendix E - List of criteria for measurements; Literature; Index. ...
