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Data-Driven Public Relations Research - 21st Century Practices and Applications (Paperback)
Loot Price: R1,706
Discovery Miles 17 060
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Data-Driven Public Relations Research - 21st Century Practices and Applications (Paperback)
Expected to ship within 12 - 17 working days
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Total price: R1,726
Discovery Miles: 17 260
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The public relations industry is undergoing a revolution in using
data to define promotional programs, to measure influence and to
address the needs of clients with more precision than ever.
Applying tools that range from online surveys to social-media
listening to applying big data with sophisticated algorithms,
today's PR professionals are data-driven in virtually everything
they do. Data-Driven Public Relations Research is the first book
for PR students and practitioners to offer an overview of these new
practices as well as a glimpse into the future of these new
applications, including "big data" and some of the applications
from real-world PR campaigns and strategic planning. It includes
contemporary cases involving brand name companies who are blazing
new trails in the use of metrics in public relations. This book
presents a practical, accessible approach that requires no prior
training or experience, with easy to follow, step-by-step
measurement examples from existing campaigns. Using Excel, the book
enables readers to export lessons from the classroom to the office,
where use of statistical packages is rare and can give PR
practitioners the advantage over competitors. This pragmatic
approach helps readers apply metrics to PR problems such as:
Finding the best target audiences Understanding audience
communication needs and preferences How best to present research
outcomes How to manage major projects with specialized research
firms. Accompanying electronic resources for the book include
sample answers to the book's discussion questions, PowerPoint
lecture slides for instructors and sample research exercises using
Excel.
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