000			02978cam a2200313 i 4500
001			117852
005			20230410115808.0
008			140916s2010 nyuad b 001 0 eng d
020			_a9781606491010
020			_a1606491016
050	1	4	_aHM 263 _bS775p 2010
100	1		_aStacks, Don W.
245	1	2	_aA practitioner's guide to public relations research, measurement and evaluation / _cDon W. Stacks and David Michaelson
260			_aNew York : _bBusiness Expert Press , _c2010
300			_ax, 229 p. : _bill. ; _c23 cm.
490	1		_aPublic Relations Collection
500			_aIncludes a dictionary pf public relations measurement and research (p. 179-210).
504			_aIncludes bibliographical references and index.
505	0		_ap. 1. Introduction to public relations research, measurement, and evaluation -- Introduction to research and evaluation in public relations -- The business of public relations -- Measuring public relations outcomes -- p. 2. Qualitative methods for effective public relations research, measurement, and evaluation -- Secondary research -- Qualitative research methodologies -- Content analysis -- p. 3. Quantitative methods for effective public relations research, measurement, and evaluation -- Survey methodology -- Statistical analysis -- Sampling -- p. 4. Wrapping up -- Best practices in public relations research, measurement, and evaluation.
520			_aContemporary 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 practitioner, 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. By the end of the book, you will understand why and how research is conducted, and will be able to apply best practice standards to any research done by supply side vendors or internal research departments. -- Back cover
650		0	_aPublic relations _vGuide
650		4	_aRelaciones públicas _vGuía
650		0	_aPublic relations _xResearch
650		0	_aPublic relations _xEvaluation
650		4	_a20150700
700	1		_aMichaelson, David
942			_2lcc _cbk
946			_arsfv
999			_c48127 _d48127