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Synopsis: Contemporary public relations practice has developed over the last several decades from the weak third sister in marketing, advertising, and public relations mix to a full player. To help you keep up to speed with the exciting changes and developments of publications, this book has been updated to provide you with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation. As a public relations professional, this book will guide you through the effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns. This second edition takes a best practices approach--one that focuses on choosing the appropriate method and rigorously applying that method to collect the data that best answers the objectives of the research. It also presents an approach to public relations that emphasizes the profession's impact on the client's return on investment in the public relations function.
About the Author: David Michaelson has over 30 years' experience conducting research for numerous Fortune 500 companies, universities, and philanthropic organizations. He has an extensive background in communication testing, message development, measurement of communications effectiveness, and branding. Along with Dr. Stacks, he is the author of numerous peer-reviewed articles on public relations measurement and evaluation. He received his PhD in anthropology from the New School for Social Research and is a research fellow of the Institute for Public Relations.
Title: A Professional and Practitioner's Guide to ...
Publisher: Business Expert Press
Book Condition: Good
Book Description Business Expert Press, 2014. Paperback. Condition: Very Good. Seller Inventory # mon0001718786
Book Description Condition: Acceptable. Heavy wear. Budget item. Pages bent. Seller Inventory # 314EXR000HCZ
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Book Description Business Expert Press, 2014. Condition: Good. A+ Customer service! Satisfaction Guaranteed! Book is in Used-Good condition. Pages and cover are clean and intact. Used items may not include supplementary materials such as CDs or access codes. May show signs of minor shelf wear and contain limited notes and highlighting. Seller Inventory # 160649984X-2-4
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Book Description Business Expert Press, 2014. Condition: Used. 2nd Edition. 2nd Edition-BOOK CONDITION: Used books will have varying degrees of wear, highlighting, and notations. Access codes & supplemental materials may not be included. Inventory is subject to prior sale. SHIPPING: Only Standard shipping to PO Boxes. We are not able to ship to APO/FPOs or Internationally. Orders are shipped from Illinois. Seller Inventory # 5944161U2
Book Description Condition: Good. [ No Hassle 30 Day Returns ][ Ships Daily ] [ Underlining/Highlighting: NONE ] [ Writing: NONE ] [ Edition: second ] Publisher: Business Expert Press Pub Date: 5/23/2014 Binding: Paperback Pages: 286 second edition. Seller Inventory # 6000875
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