02467nam a2200313Ma 4500 vtls000091796 KUKTEM 20251125103013.0 151022t2014 nyua g abi 001 0 eng d 9781606499856 (electronic bk.) 1606499858 9781606499849 (pbk.) 201510221010 asma 201510221010 asma 201510221009 asma UMP HM1221 .M53 2014 Michaelson, David A professional and practitioner's guide to public relations research, measurement, and evaluation / David Michaelson and Don W. Stacks 2nd. ed. New York : Business Expert Press, 2014 xii, 271 p. : ill. ; 23 cm. Public relations collection Includes bibliographical references and index 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 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 Public relations Research Public relations Evaluation Stacks, Don W. Public relations collection 0 0 0 0 20000 20000 2019-09-04 157.81 0 HM1221 .M53 2014 0000101071 2019-09-04 00:00:00 1 157.81 2019-09-04 OPEN VIRTUA40 81469 81475 VTLSSORT0080*0400*0200*0201*0202*0900*1000*2450*2500*2600*3000*4900*5040*5200*6500*6501*7000*8300*9992