A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation (Paperback, 2nd Revised 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 second 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.

General

Imprint:	Business Expert Press
Country of origin:	United States
Release date:	May 2014
First published:	May 2014
Authors:	David Michaelson • Donald W Stacks
Dimensions:	154 x 230 x 19mm (L x W x T)
Format:	Paperback
Pages:	286
Edition:	2nd Revised edition
ISBN-13:	978-1-60649-984-9
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Public relations Promotions
LSN:	1-60649-984-X
Barcode:	9781606499849

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!