Book description
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.
Table of contents
- Cover
- Title
- Copyright
- Preface
- Part I: Introduction to Public Relations Research, Measurement, and Evaluation
- Part II: Qualitative Methods for Effective Public Relations Research, Measurement, and Evaluation
- Part III: Quantitative Methods for Effective Public Relations Research, Measurement, and Evaluation
- Part IV: Wrapping Up
- Appendix A. Standardized Measures for Public Relations Impact
- Appendix B. Dictionary of Public Relations Measurement and Research
- References
- Index
- Adpage
Product information
- Title: A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition
- Author(s):
- Release date: January 2017
- Publisher(s): Business Expert Press
- ISBN: 9781631577628
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