A Professional and Practitioner’s Guide to Public Relations Research, Measurement, and Evaluation, Second Edition - Softcover

Michaelson, David; Stacks, Don W.

Softcover

ISBN 10: 160649984X ISBN 13: 9781606499849

Verlag: Business Expert Press, 2014

Inhaltsangabe

Contemporary public relations practice has developedover the last several decades from the weak third sisterin marketing, advertising, and public relations mix to afull player. To help you keep up to speed with the excitingchanges and developments of publications, this book hasbeen updated to provide you with the necessary understandingof the problems and promises of public relationsresearch, measurement, and evaluation.As a public relations professional, this book will guideyou through the effective use of methods, measures, andevaluation in providing grounded evidence of the success(or failure) of public relations campaigns. This second editiontakes a best practices approach-one that focuses onchoosing the appropriate method and rigorously applyingthat method to collect the data that best answers theobjectives of the research. It also presents an approach topublic relations that emphasizes the profession’s impacton the client’s return on investment in the public relationsfunction.

Über diesen Titel

Über die Autorinnen und Autoren

David Michaelson has over 30 years' experience conducting research for numerous Fortune 500 companies, universities, and philanthropic organizations. He has an extensive background in communication testing, message development, measurement of communications effectiveness, and branding. Along with Dr. Stacks, he is the author of numerous peer-reviewed articles on public relations measurement and evaluation. He received his PhD in anthropology from the New School for Social Research and is a research fellow of the Institute for Public Relations.

Don W. Stacks received his doctorate from the University of Florida and is Professor of Public Relations in the Department of Strategic Communication in the University of Miami's School of Communication. He has authored or coauthored eight books and over 200 articles, chapters, and presentations on communication topics. Dr. Stacks has been recognized by the Public Relations Society of America as its Professor of the Year and received the Jackson Jackson & Wagner Behavioral Research Prize.

Details zur Ausgabe

• Verlag: Business Expert Press
• Erscheinungsdatum: 2014
• Sprache: Englisch
• ISBN 10: 160649984X
• ISBN 13: 9781606499849
• Einband: Tapa blanda
• Auflage: 2
• Anzahl der Seiten: 288
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar