Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation
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€22.99
A01=David Michaelson
A01=Donald W. Stacks
Author_David Michaelson
Author_Donald W. Stacks
Category=KJSP
communication evaluation strategies
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
evidence-based communication
PR analytics and metrics
PR research methods
Public Relations
public relations measurement
public relations ROI
social media measurement
Product details
- ISBN 9781631577611
- Weight: 413g
- Dimensions: 152 x 228mm
- Publication Date: 30 Jan 2017
- Publisher: Business Expert Press
- Publication City/Country: US
- Product Form: Paperback
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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.
