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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second Edition

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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second 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 approachâ€”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 professionâ€™s impact
on the clientâ€™s return on investment in the public relations
function.

Country	USA
Binding	Kindle Edition
Edition	2
EISBN	9781606499856
Format	Kindle eBook
Label	Business Expert Press
Manufacturer	Business Expert Press
NumberOfPages	286
PublicationDate	2014-05-23
Publisher	Business Expert Press
ReleaseDate	2014-05-23
Studio	Business Expert Press

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