O'Hagan, Julie-Anne
August 2004
B&T Weekly;8/13/2004, Vol. 54 Issue 2484, p20
Trade Publication
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.


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