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Primer of Public Relations Research - Third Edition (Hardcover, 3rd edition)
Loot Price: R1,998
Discovery Miles 19 980
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Primer of Public Relations Research - Third Edition (Hardcover, 3rd edition)
Expected to ship within 12 - 17 working days
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Thousands of public relations (PR) students and professionals have
relied on this authoritative text to understand the key role of
research in planning and evaluating PR campaigns. Revised and
expanded to reflect today's emphasis on standards-based practice,
the third edition has a heightened emphasis on setting baselines,
creating benchmarks, and assessing progress. Stacks presents
step-by-step guidelines for using a wide range of qualitative and
quantitative methods to track output, outtakes, and outcomes, and
shows how to present research findings clearly to clients. Every
chapter features review questions and a compelling practice
problem. PowerPoint slides for use in teaching are provided at the
companion website. Instructors requesting a desk copy also receive
a supplemental Instructor's Manual with a test bank, suggested
readings, and case studies. New to This Edition: *Chapter on
standardization, moving beyond the prior edition's focus on best
practices. *Chapter on different types of data sets, with attention
to the advantages and disadvantages of using Big Data. *Addresses
the strategic use of key performance indicators. *Covers the latest
content analysis software. Pedagogical Features: *Each chapter
opens with a chapter overview and concludes with review questions.
*End-of-chapter practice problems guide readers to implement what
they have learned in a PR project. *Appendix provides a dictionary
of public relations measurement and research terms. *Supplemental
Instructor's Manual and PowerPoint slides.
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