A professional and practitioner's guide to public relations research, measurement, and evaluation / / David Michaelson and Don W. Stacks.

• Superior document: Public relations collection,
• VerfasserIn: Michaelson, David.,; Stacks, Don W.,
• TeilnehmendeR: Stacks, Don W.,
• Place / Publishing House: New York, New York (222 East 46th Street, New York, NY 10017) : : Business Expert Press,, 2014.
• Year of Publication: 2014
• Edition: Second edition.
• Language: English
• Series: 2014 digital library.; Public relations collection.
• Physical Description: 1 online resource (xii, 271 pages)
• Notes: Part of: 2014 digital library.

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...

Table of Contents

• Part I. Introduction to public relations research, measurement, and evaluation
• 1. Introduction to research and evaluations in public relations
• 2. The move toward standardization
• 3. The business of public relations
• 4. Measuring public relations outcomes
• Part II. Qualitative methods for effective public relations research, measurement, and evaluation
• 5. Secondary research
• 6. Qualitative research methodologies
• 7. Content analysis
• Part III. Quantitative methods for effective public relations research, measurement, and evaluation
• 8. Survey methodology
• 9. Statistical reasoning
• 10. Sampling
• Part IV. Wrapping up
• 11. The application of standards and best practices in research and evaluation for public relations
• Appendix. Dictionary of public relations measurement and research
• References
• Index.