CONTENTS:- 1. Introduction 2. Advertisement 3. Principles of Public Relations Practice 4. Evaluation and Communication Psychology 5. Practitioner Culture- Why We Do What We Do 6. Gathering and Interpreting Information 7. Evaluation Structures and Processes 8. Developing a Media Evaluation System 9. Evaluation in Practice-Case Studies 10. Objectives and Objective Setting 11. Relationship and Crisis Communication Measurement 12. The Challenge of the Online Environment 13. Future Development
The application of public relations and the use of advertising are sometimes misunderstood, igniting a series of unanswered questions for companies needing to create awareness for themselves. A distinct difference between PR and advertising is their extent of message control. When, where, and how an advertisement runs is quite controllable. Ad space purchased in the right format (i.e. broadcast, radio, print, online, sky writing, floating barge) means one has inherent control over what massages are communicated.