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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation - Brossura
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Contemporary public relations practice has developedover the last several decades from the weak third sisterin marketing, advertising, and public relations mix to afull player. To help you keep up to speed with the excitingchanges and developments of publications, this book hasbeen updated to provide you with the necessary understandingof the problems and promises of public relationsresearch, measurement, and evaluation.As a public relations professional, this book will guideyou through the effective use of methods, measures, andevaluation in providing grounded evidence of the success(or failure) of public relations campaigns. This second editiontakes a best practices approach—one that focuses onchoosing the appropriate method and rigorously applyingthat method to collect the data that best answers theobjectives of the research. It also presents an approach topublic relations that emphasizes the profession’s impacton the client’s return on investment in the public relationsfunction.
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L'autore
David Michaelson has over 30 years' experience conducting research for numerous Fortune 500 companies, universities, and philanthropic organizations. He has an extensive background in communication testing, message development, measurement of communications effectiveness, and branding. Along with Dr. Stacks, he is the author of numerous peer-reviewed articles on public relations measurement and evaluation. He received his PhD in anthropology from the New School for Social Research and is a research fellow of the Institute for Public Relations.
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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second Edition
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Business Expert Press, 2014
ISBN 10: 160649984X
ISBN 13: 9781606499849
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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second Edition
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Business Expert Press, 2014
ISBN 10: 160649984X
ISBN 13: 9781606499849
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Public Relation Collection: A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation
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Condizione: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Provides an understanding of the problems and promises of public relations research, measurement, and evaluation. As a public relations professional, the book will guide you through the effective use of methods, measures, and evaluation in providing grounde. Codice articolo 448151406
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