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A practitioner's guide to public relations research, measurement and evaluation

Author: Don W Stacks; David Michaelson
Publisher: New York, N.Y. : Business Expert Press, 2010.
Series: Public relations collection.
Edition/Format:   Print book : English : 1st edView all editions and formats
Summary:
From back cover: 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 exciting changes and developments of publications, this book will...act as a guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or  Read more...
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Document Type: Book
All Authors / Contributors: Don W Stacks; David Michaelson
ISBN: 9781606491010 1606491016 9781606491027 1606491024
OCLC Number: 609531878
Description: x, 229 pages : illustrations ; 21 cm.
Contents: Part I. Introduction to public relations research, measurement, and evaluation --
Chapter 1. Introduction to research and evaluation in public relations --
Chapter 2. The business of public relations --
Chapter 3. Measuring public relations outcomes --
Part II. Qualitative methods for effective public relations research, measurement, and evaluation --
Chapter 4. Secondary research --
Chapter 5. Qualitative research methodologies --
Chapter 6. Content analysis --
Part III. Quantitative methods for effective public relations research, measurement, and evaluation --
Chapter 7. Survey methodology --
Chapter 8. Statistical analysis --
Chapter 9. Sampling --
Part IV. Wrapping up --
Chapter 10. Best practices in public relations research, measurement, and evaluation --
Appendix. Dictionary of public relations, measurement and research.
Series Title: Public relations collection.
Responsibility: Don W. Stacks and David Michaelson.

Abstract:

From back cover: 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 exciting changes and developments of publications, this book will...act as a guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns.

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