A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation
Language: English
Published by Business Expert Press, 2017
- Softcover
- Used
Seller: World of Books (was SecondSale), Montgomery, IL, U.S.A.World of Books (was SecondSale)
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Add to basketItem description from seller
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.…
Seller Inventory # 00105364287
- Title
- A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation
- Author
- David Michaelson
- Publisher
- Business Expert Press
- Publication year
- 2017
- Condition
- Fair
- Binding
- Paperback
- Language
- English
- ISBN 10
- 1631577611
- ISBN 13
- 9781631577611
- Edition
- 3rd Edition
Public relations has evolved from a supporting role into a strategic driver of organizational success. Today's PR professionals are expected not just to communicate--but to prove impact.
This fully updated third edition equips you with the tools to do exactly that.
Blending theory with real-world application, this book delivers a practical, best-practices approach to public relations research, measurement, and evaluation. You'll learn how to select the right methods, apply them rigorously, and generate meaningful data that clearly demonstrates the effectiveness of your campaigns.
Designed for working professionals and advanced students alike, this edition places a strong emphasis on accountability and outcomes--including how PR contributes to organizational goals, supports return on investment (ROI), and leverages standardized metrics in an increasingly digital and social media-driven landscape.
Whether you're refining your measurement strategy or building one from the ground up, this book provides a clear, evidence-based framework for making smarter decisions--and proving the value of your work.
"Synopsis" may belong to another edition of this title.
About the Author
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 the title" may belong to another edition of this title.
World of Books (was SecondSale)
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