Evaluating Public Communication

Jim Macnamara is Professor of Public Communication at the University of Technology Sydney (UTS). Previously CEO of a leading research company specializing in evaluation of communication, he is the author of 16 books on media and communication, including, most recently, Organizational Listening: The Missing Essential in Public Communication (2016).

• List of Figures, List of Tables, Acknowledgements. Introduction. PART 1 – The Foundations of Evaluation 1. Why We Need to Critically Examine Communication 2. Evaluation of Communication – Key Concepts, Principles, and Theories 3. Models Informing Evaluation of Communication PART 2 – The Practice of Evaluation 4. Metrics, Analytics, and Beyond – The Evolving Evaluation Landscape 5. Informal Methods to Evaluate Public Communication 6. Research Approaches and Key Procedures 7. Quantitative Methods to Evaluate Public Communication 8. Qualitative and Mixed Methods to Evaluate Public Communication 9. Reporting and Using Evaluation PART 3 – Case Studies in Evaluation 10. Learning from Best (and Worst) Practice – International Case Studies

This is the most comprehensive book on evaluation that has been written to date. It covers all the bases, from the latest research to evaluation frameworks and a comprehensive list of the methods and metrics that can be used – all brought to life with a series of excellent case studies. As usual, Jim Macnamara is thorough and thoughtful in his approach, and he reinforces the point that evaluation requires a rounded view and judgements to be made. There is no silver bullet, human communication is far too complicated for that.Professor Anne Gregory, University of Huddersfield, UK