Title: A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition
Publisher: Business Expert Press
Publication Date: 2017
Language: English
ISBN 10: 1631577611
ISBN 13: 9781631577611
Binding: Soft cover
Edition: 3rd Edition
Condition: New

About this title

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 third 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, the measurement of social media and the use of standardized measures.

About the Authors

David Michaelson has over 36 years' experience conducting research for numerous Fortune 500 companies, universities, and philanthropic organizations. He received his PhD in anthropology from the New School for Social Research.

Don W. Stacks is professor of public relations in the Department of Strategic Communication in the University of Miami's School of Communication. He received his doctorate from the University of Florida.

"About this title" may belong to another edition of this title.

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