02201nam a2200265Ma 4500001001400000003000700014005001700021008004100038020003500079020001500114020002500129040000800154100002200162245014000184250001300324260004500337300003400382490003200416504005000448520132200498650003101820650003301851700001901884830003201903vtls000091796KUKTEM20251125103013.0151022t2014    nyua   g abi  001 0 eng d  a9781606499856 (electronic bk.)  a1606499858  z9781606499849 (pbk.)  aUMP1 aMichaelson, David12aA professional and practitioner's guide to public relations research, measurement, and evaluation /cDavid Michaelson and Don W. Stacks  a2nd. ed.  aNew York :bBusiness Expert Press,c2014  axii, 271 p. :bill. ;c23 cm.1 aPublic relations collection  aIncludes bibliographical references and index3 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 professional, this book will act as a 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 will be able to apply best practice standards to any research done by supply-side vendors or internal research departments 0aPublic relationsxResearch 0aPublic relationsxEvaluation1 aStacks, Don W. 0aPublic relations collection