TY  - BOOK
AU  - Stacks,Don W.
AU  - Michaelson,David
TI  - A practitioner's guide to public relations research, measurement and evaluation
T2  - Public Relations Collection
SN  - 9781606491010
AV  - HM 263 S775p 2010
PY  - 2010///
CY  - New York
PB  - Business Expert Press
KW  - Public relations
KW  - Guide
KW  - Relaciones públicas
KW  - Guía
KW  - Research
KW  - Evaluation
KW  - 20150700
N1  - Includes a dictionary pf public relations measurement and research (p. 179-210); Includes bibliographical references and index; p. 1. Introduction to public relations research, measurement, and evaluation -- Introduction to research and evaluation in public relations -- The business of public relations -- Measuring public relations outcomes -- p. 2. Qualitative methods for effective public relations research, measurement, and evaluation -- Secondary research -- Qualitative research methodologies -- Content analysis -- p. 3. Quantitative methods for effective public relations research, measurement, and evaluation -- Survey methodology -- Statistical analysis -- Sampling -- p. 4. Wrapping up -- Best practices in public relations research, measurement, and evaluation
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 practitioner, this book will act as 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. 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. -- Back cover
ER  -