The Resource A professional and practitioner's guide to public relations research, measurement, and evaluation, David Michaelson and Don W. Stacks

A professional and practitioner's guide to public relations research, measurement, and evaluation, David Michaelson and Don W. Stacks

Label
A professional and practitioner's guide to public relations research, measurement, and evaluation
Title
A professional and practitioner's guide to public relations research, measurement, and evaluation
Statement of responsibility
David Michaelson and Don W. Stacks
Creator
Contributor
Author
Provider
Subject
Language
eng
Summary
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
Member of
Cataloging source
MiAaPQ
http://library.link/vocab/creatorName
Michaelson, David
Index
index present
LC call number
HM1221
LC item number
.M536 2014
Literary form
non fiction
Nature of contents
  • dictionaries
  • abstracts summaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • Stacks, Don W.
  • ProQuest Ebook Central
Series statement
Public relations collection,
http://library.link/vocab/subjectName
  • Public relations
  • Public relations
Target audience
specialized
Label
A professional and practitioner's guide to public relations research, measurement, and evaluation, David Michaelson and Don W. Stacks
Instantiates
Publication
Note
Part of: 2014 digital library
Bibliography note
Includes bibliographical references (pages 259-264) and index
Carrier category
online resource
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type MARC source
rdacontent
Contents
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
Dimensions
unknown
Edition
Second edition.
Extent
1 online resource (xii, 271 pages)
Form of item
online
Governing access note
Access restricted to authorized users and institutions
Isbn
9781606499856
Media category
computer
Media MARC source
rdamedia
Sound
unknown sound
Specific material designation
remote
System control number
  • (OCoLC)880626294
  • (CaBNVSL)swl00403406
  • (MiAaPQ)EBC1685396
  • (Au-PeEL)EBL1685396
  • (CaPaEBR)ebr10873421
  • (CaONFJC)MIL604985
  • (OCoLC)880626294
Label
A professional and practitioner's guide to public relations research, measurement, and evaluation, David Michaelson and Don W. Stacks
Publication
Note
Part of: 2014 digital library
Bibliography note
Includes bibliographical references (pages 259-264) and index
Carrier category
online resource
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type MARC source
rdacontent
Contents
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
Dimensions
unknown
Edition
Second edition.
Extent
1 online resource (xii, 271 pages)
Form of item
online
Governing access note
Access restricted to authorized users and institutions
Isbn
9781606499856
Media category
computer
Media MARC source
rdamedia
Sound
unknown sound
Specific material designation
remote
System control number
  • (OCoLC)880626294
  • (CaBNVSL)swl00403406
  • (MiAaPQ)EBC1685396
  • (Au-PeEL)EBL1685396
  • (CaPaEBR)ebr10873421
  • (CaONFJC)MIL604985
  • (OCoLC)880626294

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