The uses of communication are ubiquitous. The breadth, depth, scope and reach of every human mind depends upon the communication experiences one has had, or is capable of having. How people confront one another depends upon the quality and reach of their individual minds – not solely on their words. This book provides an opportunity to explore with these far-ranging scholars the ethical, moral, and pragmatic communication dilemmas of our modern age. It is as pertinent today as it was when it was first published.
Fernback also considers the logic, design and delivery of courses in communication and media studies, while encouraging readers to reflect on their own strategic pedagogical decisions. Supplemented with interviews of successful communication instructors and sample exercises, this book is a must-have resource for all those teaching communication and media studies courses, regardless of level of experience.
Evaluating Public Communication addresses the widely reported lack of rigorous outcome and impact-oriented evaluation in advertising; public relations; corporate, government, political and organizational communication and specialist fields, such as health communication. This transdisciplinary analysis integrates research literature from each of these fields of practice, as well as interviews, content analysis and ethnography, to identify the latest models and approaches.
• a review of 30 frameworks and models that inform processes for evaluation in communication, including the latest recommendations of industry bodies, evaluation councils and research institutes in several countries;
• recommendations for standards based on contemporary social science research and industry initiatives, such as the IPR Task Force on Standards and the Coalition for Public Relations Research Standards;
• an assessment of metrics that can inform evaluation, including digital and social media metrics, 10 informal research methods and over 30 formal research methods for evaluating public communication;
• evaluation of public communication campaigns and projects in 12 contemporary case studies.
Evaluating Public Communicationprovides clear guidance on theory and practice for students, researchers and professionals in PR, advertising and all fields of communication.