LEADER 04989nam 2200901 450 001 9910458032403321 005 20200520144314.0 010 $a1-78684-357-9 010 $a1-60649-985-8 035 $a(CKB)2550000001290740 035 $a(EBL)1685396 035 $a(SSID)ssj0001540045 035 $a(PQKBManifestationID)11859912 035 $a(PQKBTitleCode)TC0001540045 035 $a(PQKBWorkID)11533398 035 $a(PQKB)10052344 035 $a(OCoLC)880626294 035 $a(CaBNVSL)swl00403406 035 $a(MiAaPQ)EBC1685396 035 $a(Au-PeEL)EBL1685396 035 $a(CaPaEBR)ebr10873421 035 $a(CaONFJC)MIL604985 035 $a(EXLCZ)992550000001290740 100 $a20140525d2014 fy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 12$aA professional and practitioner's guide to public relations research, measurement, and evaluation /$fDavid Michaelson and Don W. Stacks 205 $aSecond edition. 210 1$aNew York, New York (222 East 46th Street, New York, NY 10017) :$cBusiness Expert Press,$d2014. 215 $a1 online resource (288 p.) 225 1 $aPublic relations collection,$x2157-3476 300 $aPart of: 2014 digital library. 311 $a1-60649-984-X 311 $a1-306-73734-6 320 $aIncludes bibliographical references (pages 259-264) and index. 327 $aPart 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. 330 3 $aContemporary public relations practice has developed over the last several decades from the weak third sister in marketing, advertising, and public relations mix to a full player. To help you keep up to speed with the exciting changes and developments of publications, this book will provide you with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation. As a public relations professional, this book will act as a guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns. This outstanding contribution takes a best practices approach--one that focuses on taking the appropriate method and rigorously applying that method to collect the data that best answers the objectives of the research. It also presents an approach to public relations that focuses on establishing the profession's impact on the client's return on investment in the public relations function, whether that function be aimed at internal or external audiences using standardized measures. By the end of the book, you will understand why and how research is conducted and will be able to apply best practice standards to any research done by supply-side vendors or internal research departments. 410 0$a2014 digital library. 410 0$aPublic relations collection.$x2157-3476 606 $aPublic relations$xEvaluation 606 $aPublic relations$xResearch 608 $aElectronic books. 610 $apublic relations 610 $anonfinancial indicators 610 $amedia analysis 610 $ameasurement 610 $ainterviewing 610 $agoals and objectives 610 $afocus groups 610 $aexperimentation 610 $aevaluation 610 $acontent analysis 610 $asurvey and poll research 610 $astatistical analysis 610 $astandardized measurement 610 $asecondary research 610 $asampling 610 $areturn on investment (ROI) 610 $areturn on expectation (ROE) 610 $aresearch 610 $aresearch methods 610 $aqualitative research 610 $aquantitative research 615 0$aPublic relations$xEvaluation. 615 0$aPublic relations$xResearch. 676 $a659.2 700 $aMichaelson$b David.$0868995 702 $aStacks$b Don W. 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910458032403321 996 $aA professional and practitioner's guide to public relations research, measurement, and evaluation$91940022 997 $aUNINA