TITLE

THE PUBLIC RELATIONS TARGET

AUTHOR(S)
O'Hagan, Julie-Anne
PUB. DATE
August 2004
SOURCE
B&T Weekly;8/13/2004, Vol. 54 Issue 2484, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the standards of measurement to be adopted by the public relations industry in Australia. Use of media analysis as part of the evaluation process; Requirements of the measurement criteria; Necessity of an integrated campaign; Pressure from clients to demonstrate results more clearly; Incorporation of evaluation measures into campaign planning.
ACCESSION #
14242911

 

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