A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition (Paperback)

A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition By David Michaelson, Don W. Stacks Cover Image

A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition (Paperback)

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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.
David Michaelson has over 36 years' experience conducting research for numerous Fortune 500 companies, universities, and philanthropic organizations. He received his PhD in anthropology from the New School for Social Research.
Product Details ISBN: 9781631577611
ISBN-10: 1631577611
Publisher: Business Expert Press
Publication Date: January 24th, 2017
Pages: 289
Language: English