A Professional and Practitioners Guide to Public Relations Research, Measurement, and Evaluation, Third Edition

Michaelson, David; Stacks PhD, Don W

ISBN 10: 1631577611 / ISBN 13: 9781631577611

Published by Business Expert Press, 2017

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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 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

Bibliographic Details

Title: A Professional and Practitioners Guide to ...
Publisher: Business Expert Press
Publication Date: 2017
Binding: Soft cover
Condition: VeryGood
Edition: 3rd Edition