A professional and practitioner's guide to public relations research, measurement, and evaluation / David Michaelson and Don W. Stacks.
Michaelson, David., author.; Stacks, Don W., author.
2014
HM1221 .M536 2014
Available Online

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Title A professional and practitioner's guide to public relations research, measurement, and evaluation / David Michaelson and Don W. Stacks.
Author Michaelson, David., author.
Edition Second edition.
ISBN 9781606499849 paperback
9781606499856 (electronic book)
Published New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014.
Language English
Description 1 online resource (xii, 271 pages)
Call Number HM1221 .M536 2014
Dewey Decimal Classification 659.2
Summary 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 will 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 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. This outstanding contribution takes a best practices approach--one that focuses on taking 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 focuses on establishing the profession's impact on the client's return on investment in the public relations function, whether that function be aimed at internal or external audiences using standardized measures. By the end of the book, you will understand why and how research is conducted and will be able to apply best practice standards to any research done by supply-side vendors or internal research departments.
Note Part of: 2014 digital library.
Bibliography, etc. Note Includes bibliographical references (pages 259-264) and index.
Access Note Access limited to authorized users.
Source of Description Title from PDF title page (viewed on May 25, 2014).
Added Author Stacks, Don W., author.
Series 2014 digital library.
Public relations collection. 2157-3476
Available in Other Form Print version: 9781606499849
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
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Part I. Introduction to public relations research, measurement, and evaluation
1. Introduction to research and evaluations in public relations
2. The move toward standardization
3. The business of public relations
4. Measuring public relations outcomes
Part II. Qualitative methods for effective public relations research, measurement, and evaluation
5. Secondary research
6. Qualitative research methodologies
7. Content analysis
Part III. Quantitative methods for effective public relations research, measurement, and evaluation
8. Survey methodology
9. Statistical reasoning
10. Sampling
Part IV. Wrapping up
11. The application of standards and best practices in research and evaluation for public relations
Appendix. Dictionary of public relations measurement and research
References
Index.

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