TY  - GEN
N2  - 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.
AB  - 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.
T1  - A professional and practitioner's guide to public relations research, measurement, and evaluation /
AU  - Michaelson, David.,
AU  - Stacks, Don W.,
ET  - Second edition.
CN  - HM1221
N1  - Part of: 2014 digital library.
ID  - 841497
KW  - Public relations
KW  - Public relations
KW  - public relations
KW  - nonfinancial indicators
KW  - media analysis
KW  - measurement
KW  - interviewing
KW  - goals and objectives
KW  - focus groups
KW  - experimentation
KW  - evaluation
KW  - content analysis
KW  - survey and poll research
KW  - statistical analysis
KW  - standardized measurement
KW  - secondary research
KW  - sampling
KW  - return on investment (ROI)
KW  - return on expectation (ROE)
KW  - research
KW  - research methods
KW  - qualitative research
KW  - quantitative research
SN  - 9781606499856
TI  - A professional and practitioner's guide to public relations research, measurement, and evaluation /
LK  - https://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=1685396
UR  - https://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=1685396
ER  -