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

Michaelson, David

ISBN 10: 160649984X / ISBN 13: 9781606499849

Editore: Business Expert Press, 2014

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Riassunto:

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.

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.

Dati bibliografici

Titolo: A Professional and Practitioner's Guide to ...
Casa editrice: Business Expert Press
Data di pubblicazione: 2014
Legatura: paperback
Condizione: Very Good
Edizione: seconda edizione