04882cam a2200781 i 4500 vtls000078777 MTX m eo d cr cn |||m|||a 160715s2014 nyu foab 001 0 eng d 9781606499849 paperback 9781606499856 e-book (OCoLC)880626294 (CaBNVSL)swl00403406 201607151122 staff 201605041219 admin CaBNVSL eng rda CaBNVSL CaBNVSL HM1221 .M536 2014 659.2 23 Ebook Michaelson, David., author. 114515 A professional and practitioner's guide to public relations research, measurement, and evaluation / David Michaelson and Don W. Stacks. Second edition. New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014. 1 online resource (xii, 271 pages) text rdacontent computer rdamedia online resource rdacarrier Public relations collection, 2157-3476 Part of: 2014 digital library. Includes bibliographical references (pages 259-264) and index. Part I. Introduction to public relations research, measurement, and evaluation -- 1. Introduction to research and evaluations in public relations -- 2. The move toward standardization -- 3. The business of public relations -- 4. Measuring public relations outcomes -- Part II. Qualitative methods for effective public relations research, measurement, and evaluation -- 5. Secondary research -- 6. Qualitative research methodologies -- 7. Content analysis -- Part III. Quantitative methods for effective public relations research, measurement, and evaluation -- 8. Survey methodology -- 9. Statistical reasoning -- 10. Sampling -- Part IV. Wrapping up -- 11. The application of standards and best practices in research and evaluation for public relations -- Appendix. Dictionary of public relations measurement and research -- References -- Index. Access restricted to authorized users and institutions. 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. Also available in print. System requirements: Adobe Acrobat reader. Mode of access: World Wide Web. Title from PDF title page (viewed on May 25, 2014). Public relations Evaluation. 114516 Public relations Research. 99820 Public relations nonfinancial indicators media analysis measurement interviewing goals and objectives focus groups experimentation evaluation content analysis survey and poll research statistical analysis standardized measurement secondary research sampling return on investment (ROI) return on expectation (ROE) research research methods qualitative research quantitative research Stacks, Don W., author. 114517 Print version: 9781606499849 2014 digital library. 114507 Public relations collection. 2157-3476 114511 http://portal.igpublish.com/iglibrary/search/BEPB0000260.html 10 75341 75341