A Practioner S Guide To Public Relations Research Measurement And Evaluation

Author : David Michaelson,Don W. Stacks
Publisher : Business Expert Press
Page : 289 pages
File Size : 52,6 Mb
Release : 2017-01-24
Category : Business & Economics
ISBN : 9781631577628

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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition by David Michaelson,Don W. Stacks Pdf

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 third edition takes a best practices approach-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 profession's impact on the client's return on investment in the public relations function, the measurement of social media and the use of standardized measures.

Author : David Michaelson,Don W. Stacks
Publisher : Unknown
Page : 0 pages
File Size : 53,9 Mb
Release : 2017
Category : Public relations
ISBN : 1631577611

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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation by David Michaelson,Don W. Stacks Pdf

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 third edition takes a best practices approach-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 profession's impact on the client's return on investment in the public relations function, the measurement of social media and the use of standardized measures.

Author : Don W. Stacks
Publisher : Business Expert Press
Page : 242 pages
File Size : 54,6 Mb
Release : 2010-07-06
Category : Business & Economics
ISBN : 9781606491027

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A Practioner's Guide to Public Relations Research, Measurement and Evaluation by Don W. Stacks Pdf

This book will provide the business reader with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation and the public relations practitioner as guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns.

Author : David Michaelson,Don W. Stacks
Publisher : Unknown
Page : 286 pages
File Size : 48,6 Mb
Release : 2014
Category : Public relations
ISBN : 1786843579

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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second Edition by David Michaelson,Don W. Stacks Pdf

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.

Author : Tom Watson,Paul Noble
Publisher : Kogan Page Publishers
Page : 256 pages
File Size : 51,8 Mb
Release : 2007
Category : Business & Economics
ISBN : 9780749449797

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Evaluating Public Relations by Tom Watson,Paul Noble Pdf

Fully revised and updated, the second edition of this book allows practitioners to more closely monitor and evaluate their campaigns and helps them develop more robust campaign strategies.

Author : Tom Watson,Paul Noble
Publisher : Kogan Page Publishers
Page : 208 pages
File Size : 41,5 Mb
Release : 2014-06-03
Category : Business & Economics
ISBN : 9780749468903

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Evaluating Public Relations by Tom Watson,Paul Noble Pdf

Operating under tight budget constraints and with an ever-increasing range of tools and technologies to choose from, PR professionals have never been under so much pressure to justify their decisions. Evaluating Public Relations advises PR practitioners at all levels on how to demonstrate clearly and objectively the impact that their work has to their clients and managers. The authors draw on both their practical and academic experience to discuss a diverse range of evaluation methods and strategies. This fully updated edition of Evaluating Public Relations includes coverage and advice on the industry standards on PR measurement. Covering both theory and practice and containing case studies on Philips, Pepsi, St John Ambulance, Medicare and Westminster City Council, it is an essential handbook for both students and experienced practitioners.

Author : Paul Noble
Publisher : Unknown
Page : 225 pages
File Size : 54,7 Mb
Release : 2005
Category : Electronic
ISBN : 0749445858

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Evaluating Public Relations by Paul Noble Pdf

1:Principles of Public Relations Practice 2:Evaluation and Communication Psychology 3:Practitioner Culture - Why We Do What We Do 4:Gathering and Interpreting Information 5:Evaluation Structures and Processes 6:Developing a Media Evaluation System 7:Evaluation in Practice: Case Studies 8:Objectives and Objective Setting 9:Future.

Author : Betteke van Ruler,Ana Tkalac Vercic,Dejan Vercic
Publisher : Routledge
Page : 435 pages
File Size : 43,6 Mb
Release : 2009-09-11
Category : Business & Economics
ISBN : 9781135593261

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Public Relations Metrics by Betteke van Ruler,Ana Tkalac Vercic,Dejan Vercic Pdf

Responding to the increasing need in academia and the public relations profession, this volume presents the current state of knowledge in public relations measurement and evaluation. The book brings together ideas and methods that can be used throughout the world, and scholars and practitioners from the United States, Europe, Asia, and Africa are represented.

Author : Don W. Stacks
Publisher : Guilford Press
Page : 384 pages
File Size : 40,5 Mb
Release : 2010-07-13
Category : Business & Economics
ISBN : 9781606239155

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Primer of Public Relations Research, Second Edition by Don W. Stacks Pdf

This practical, comprehensive work is widely regarded as the standard course text and practitioner reference on public relations research. Don W. Stacks explains the key role of research in all aspects of contemporary PR practice, from planning a program or campaign to making strategic changes and measuring outcomes. Step-by-step guidelines and tools are provided for using a wide range of qualitative and quantitative methods to accomplish essential research objectives. The book clearly explains technical aspects of data collection and analysis for readers new to measurement and statistics. Every chapter features review questions and a detailed practice problem. A test bank, suggested readings, case studies, and PowerPoint slides are available to instructors using the book in their courses; see the preface for details.

Author : Don W. Stacks
Publisher : Guilford Publications
Page : 417 pages
File Size : 55,8 Mb
Release : 2016-11-23
Category : Business & Economics
ISBN : 9781462522705

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Primer of Public Relations Research, Third Edition by Don W. Stacks Pdf

Thousands of public relations (PR) students and professionals have relied on this authoritative text to understand the key role of research in planning and evaluating PR campaigns. Revised and expanded to reflect today's emphasis on standards-based practice, the third edition has a heightened emphasis on setting baselines, creating benchmarks, and assessing progress. Stacks presents step-by-step guidelines for using a wide range of qualitative and quantitative methods to track output, outtakes, and outcomes, and shows how to present research findings clearly to clients. Every chapter features review questions and a compelling practice problem. PowerPoint slides for use in teaching are provided at the companion website. Instructors requesting a desk copy also receive a supplemental Instructor's Manual with a test bank, suggested readings, and case studies. New to This Edition: *Chapter on standardization, moving beyond the prior edition's focus on best practices. *Chapter on different types of data sets, with attention to the advantages and disadvantages of using Big Data. *Addresses the strategic use of key performance indicators. *Covers the latest content analysis software. Pedagogical Features: *Each chapter opens with a chapter overview and concludes with review questions. *End-of-chapter practice problems guide readers to implement what they have learned in a PR project. *Appendix provides a dictionary of public relations measurement and research terms. *Supplemental Instructor's Manual and PowerPoint slides.

Author : Erica Weintraub Austin,Bruce E Pinkleton
Publisher : Routledge
Page : 388 pages
File Size : 51,6 Mb
Release : 2015-02-20
Category : Business & Economics
ISBN : 9781317625292

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Strategic Public Relations Management by Erica Weintraub Austin,Bruce E Pinkleton Pdf

Strategic Public Relations Management features an applied approach to evidence-based, strategic public relations management. It emphasizes understanding audiences through research and demonstrates success through quantitative evaluation methods. The volume presents a scientific approach that helps future and current practitioners understand and communicate the value of public relations to others, using performance metrics to demonstrate return on investment. New to the third edition: New examples on the effective use of digital communication and online research tools; Updated guidance on researching using digital tools and social media; New examples that provide a more accessible pathway to real-world application. In addition to these new features, the book covers: Creating a framework for planning; Up-to-date research tools and how to develop a research plan; Gathering useful data for strategic guidance; Real-world examples that provide readers with realistic cases and situations; Applying theory to professional practice. The book's accessibility will be welcomed by instructors and students with definitions of terms, a how-to approach, and an accessible style of writing throughout.

Author : Institute for Public Relations Research and Education (U.S.)
Publisher : Unknown
Page : 40 pages
File Size : 41,6 Mb
Release : 1997
Category : Public relations
ISBN : PSU:000033410340

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Guidelines and Standards for Measuring and Evaluating PR Effectiveness by Institute for Public Relations Research and Education (U.S.) Pdf

Author : Larissa A. Grunig,James E. Grunig
Publisher : Routledge
Page : 284 pages
File Size : 47,5 Mb
Release : 2020-07-24
Category : Language Arts & Disciplines
ISBN : 9781000149012

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Public Relations Research Annual by Larissa A. Grunig,James E. Grunig Pdf

The purpose of this second volume is to challenge and extend the field of research in public relations. Taking a proactive approach to creating a stable, yet not stagnant annual, the editors directly solicited chapters on exciting and intriguing subjects. Assuming some prior knowledge, interests, and commitment of their readers, the editors hope that each chapter's report on original research provides enough context for understanding even if the area of inquiry is new to the readers. Public Relations Research Annual, Volume 2, continues to advance within the discipline beyond anecdotes to practical theories and research. Educators, practitioners, and researchers will find this annual's presentations and critiques useful in creating a systematic framework for their own endeavors.

Author : Patricia Parsons
Publisher : Routledge
Page : 200 pages
File Size : 40,8 Mb
Release : 2017-11-13
Category : Business & Economics
ISBN : 9781351596329

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A Manager's Guide to PR Projects by Patricia Parsons Pdf

A Manager's Guide to PR Projects, Second Edition picks up where classic public relations textbooks leave off. It provides hands-on guidance in planning the preliminary research for a public relations project and creating a plan to achieve specific goals, guiding the reader through managing the project's implementation. It contains worksheets that can be used for a visual representation of the planning process for both student edification and presentation to clients. The book is designed as a user-friendly guide to take the reader through the four-step public relations planning process from a number of vantage points. Intended as a learning tool for use in both the class and beyond, this book's approaches are based on real experiences in the management of communications projects designed to meet organizational goals through achieving public relations objectives. This fully revised second edition offers PR students and practitioners new material that includes the following: The impact of social media on each phase of the planning process. Digital approaches to strategic and summative research, message dissemination and public engagement. Strategies to enhance accountability. Ethics considerations in the planning process. Updated print and web-based resources for PR managers.

Author : Donald W. Jugenheimer,Larry D. Kelley,Jerry Hudson,Samuel Bradley
Publisher : Routledge
Page : 437 pages
File Size : 49,7 Mb
Release : 2015-04-16
Category : Business & Economics
ISBN : 9781317507369

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Advertising and Public Relations Research by Donald W. Jugenheimer,Larry D. Kelley,Jerry Hudson,Samuel Bradley Pdf

Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.