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

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.

Author: David Michaelson, Don W. Stacks
Publisher: Business Expert Press
Published: 01/24/2017
Pages: 289
Binding Type: Paperback
Weight: 0.91lbs
Size: 9.00h x 6.00w x 0.65d
ISBN13: 9781631577611
ISBN10: 1631577611
BISAC Categories:
- Business & Economics | Public Relations

About the Author
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.