A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation

Michaelson, David; Stacks PhD, Don W

ISBN 10: 1631577611 / ISBN 13: 9781631577611

Editore: Business Expert Press, 2017

Gently read. May have name of previous ownership, or ex-library edition. Binding tight; spine straight and smooth, with no creasing; covers clean and crisp. Minimal signs of handling or shelving. 100% GUARANTEE! Shipped with delivery confirmation, if you're not satisfied with purchase please return item for full refund. Ships USPS Media Mail. Codice articolo OTV.1631577611.VG

Riassunto:

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 has been updated to 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 guide you through the effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns. This third edition takes a best practices approach-one that focuses on choosing 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 emphasizes the profession's impact on the client's return on investment in the public relations function, the measurement of social media and the use of standardized measures.

Dati bibliografici

Titolo: A Professional and Practitioner's Guide to ...
Casa editrice: Business Expert Press
Data di pubblicazione: 2017
Legatura: Brossura
Condizione: very_good
Edizione: terza edizione