Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation

Michaelson, David; Stacks, Donald W.

ISBN 10: 1631577611 / ISBN 13: 9781631577611

Published by Business Expert Press, 2017

About this Item

Seller Inventory # 28954543-n

Bibliographic Details

• Title: Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation
• 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 Author

Institute for Public Relations