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

Michaelson, David; Stacks, Don W.

Brossura

ISBN 10: 160649984X ISBN 13: 9781606499849

Casa editrice: Business Expert Pr, 2014

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 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 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 be able to apply best practice standards to any research done by supply side vendors or internal research departments.

Su questo libro

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.

Su questa edizione

• Editore: Business Expert Pr
• Data di pubblicazione: 2014
• ISBN 10: 160649984X
• ISBN 13: 9781606499849
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 271