PR 6013 - PR Effectiveness: Measurement and Assessment (3) F

This course provides a comprehensive study of the history, purposes, models, research about the analytics related to measuring public relations communication effectiveness. Alternative analytic metrics for evaluating the effectiveness of PR efforts are considered as are various models for using such analysis to improve ongoing and future PR performance, as well as reporting outcome results to a client. Covering foundational and contemporary analytics tools, normative models, and emerging practices this course provides a solid foundation to measurement, assessment, and evaluation of PR uses, effects and impacts using either traditional or new communication modalities.