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, Third Edition

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

Author : David Michaelson,Don W. Stacks
Publisher : Business Expert Press
Page : 289 pages
File Size : 49,7 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.

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

David Michaelson,Don W. Stacks
A Professional and Practitioner s Guide to Public Relations Research Measurement and Evaluation Book PDF

Author : David Michaelson,Don W. Stacks
Publisher : Unknown
Page : 0 pages
File Size : 54,8 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.

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

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

Author : David Michaelson,Don W. Stacks
Publisher : Unknown
Page : 286 pages
File Size : 50,8 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.

A Practioner's Guide to Public Relations Research, Measurement and Evaluation

Don W. Stacks
A Practioner s Guide to Public Relations Research Measurement and Evaluation Book PDF

Author : Don W. Stacks
Publisher : Business Expert Press
Page : 242 pages
File Size : 55,8 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.

Evaluating Public Relations

Tom Watson,Paul Noble
Evaluating Public Relations Book PDF

Author : Tom Watson,Paul Noble
Publisher : Kogan Page Publishers
Page : 256 pages
File Size : 47,9 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.

Evaluating Public Relations

Tom Watson,Paul Noble
Evaluating Public Relations Book PDF

Author : Tom Watson,Paul Noble
Publisher : Kogan Page Publishers
Page : 208 pages
File Size : 48,8 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.

Primer of Public Relations Research, Second Edition

Don W. Stacks
Primer of Public Relations Research Second Edition Book PDF

Author : Don W. Stacks
Publisher : Guilford Press
Page : 384 pages
File Size : 53,7 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.

Public Relations Metrics

Betteke van Ruler,Ana Tkalac Vercic,Dejan Vercic
Public Relations Metrics Book PDF

Author : Betteke van Ruler,Ana Tkalac Vercic,Dejan Vercic
Publisher : Routledge
Page : 435 pages
File Size : 55,9 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.

The Social Media Communication Matrix

Kenneth D. Plowman,Beki Winchel
The Social Media Communication Matrix Book PDF

Author : Kenneth D. Plowman,Beki Winchel
Publisher : Business Expert Press
Page : 178 pages
File Size : 43,5 Mb
Release : 2015-09-10
Category : Business & Economics
ISBN : 9781606497937

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The Social Media Communication Matrix by Kenneth D. Plowman,Beki Winchel Pdf

Sophisticated problem solving in strategic communication or public relations (PR) is done through planning, strategic communication planning. The focus of this book is to meld current trends in social media to strategic communications planning in the field of PR. The definition of social media used here is channels delivering web-based information created by people to improve communication. This work used the strategic communication plan based on Wilson and Ogden's (2014) work for basic structure and an operational definition of strategic communication developed by one of the authors. The steps in a typical strategic communication campaign that will be affected include goals, measurable objectives, the big idea, key publics, message design, strategies and tactics and evaluation or return on investment. This book covers the major social media platforms and addresses branding, crisis communications, entertainment and sports, citizen journalism, and analytics. The contribution to the body of knowledge should be highly significant, affecting the way PR professionals go about devising and conducting strategic communication campaigns in light of the effect of social media as well as how academics teach the process in their classrooms.

Public Relations for the Public Good

Louis Capozzi,Shelley Spector
Public Relations for the Public Good Book PDF

Author : Louis Capozzi,Shelley Spector
Publisher : Business Expert Press
Page : 150 pages
File Size : 51,7 Mb
Release : 2016-08-19
Category : Business & Economics
ISBN : 9781631573828

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Public Relations for the Public Good by Louis Capozzi,Shelley Spector Pdf

While the profession of public relations is only a century old, man has been practicing the art of influencing public attitudes since the dawn of civilization. This book looks at modern America through the lens of public relations, showing how many of the events that have changed the course of our nation’s modern history were triggered by campaigns to influence attitudes, opinions, and behaviors. And while the channels may have evolved in the modern era—from radio and newspapers, billboards and magazine ads, to television and the Internet, to Tumblr and Instagram—the underlying power of public relations to shape organizations and issues, and to change human behavior has not. Inside this book you’ll find case studies on campaigns from the Women’s Movement through Civil Rights to public education on health and safety issues that document the role public relations has played in shaping contemporary American culture and society.

Evaluating Public Relations

Paul Noble
Evaluating Public Relations Book PDF

Author : Paul Noble
Publisher : Unknown
Page : 225 pages
File Size : 45,7 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.

Primer of Public Relations Research, Third Edition

Don W. Stacks
Primer of Public Relations Research Third Edition Book PDF

Author : Don W. Stacks
Publisher : Guilford Publications
Page : 417 pages
File Size : 42,8 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.

MetricsMan

Don Bartholomew
MetricsMan Book PDF

Author : Don Bartholomew
Publisher : Business Expert Press
Page : 207 pages
File Size : 53,9 Mb
Release : 2016-05-31
Category : Business & Economics
ISBN : 9781631575228

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MetricsMan by Don Bartholomew Pdf

MetricsMan presents opinions, insights, and best practices of public relations and social media research and measurement. It discusses the evolution of measurement, return on investment, the Barcelona Principles, social media measurement models, marketing mix modeling, the battle against advertising value equivalents, and establishing accountability of the public relations profession. Through this book, public relations professionals will be able to set clear measurement goals and objectives, identify right from wrong in the metrics they use, and understand how to apply valid measurement models and frameworks in their practices. This book also provides valuable information for public relations educators and students to learn about the best practices of research and measurement in the industry.

Leadership Communication

E. Bruce Harrison,Judith Mühlberg
Leadership Communication Book PDF

Author : E. Bruce Harrison,Judith Mühlberg
Publisher : Business Expert Press
Page : 300 pages
File Size : 52,6 Mb
Release : 2014-09-05
Category : Business & Economics
ISBN : 9781606498095

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Leadership Communication by E. Bruce Harrison,Judith Mühlberg Pdf

My graduate students like this book’s real-world focus on public relations as a strategic role in the C-suite. —Ron Culp, professional director, Public Relations & Advertising graduate program, DePaul University; former Senior Vice President, Chief Communication Officer, Sears Leadership in Communication is a cogent, bright, easily readable definition of what corporate communicators do. More than that, it’s an uncommonly careful look at how strategic communication defines, drives, and creates value for a commercial enterprise—its employees, its owners, and those whom they serve. —James S. O’Rourke, IV, PhD, Professor of Management, Mendoza College of Business, University of Notre Dame The quality of leadership in any organization—business, social, military, and government—is enhanced or limited by the quality of its leadership communication. The authors assert that leadership is given force by strategic communication that produces results required in competitive conditions. For the professional in enterprise communication, this brings into focus two questions: What is the relevance of communication in the leadership process of reaching best achievable outcomes (BAOs)? And, how does the primary communication professional attain expert in uence and success in a leadership position? This book provides insights and guidance on functioning at the highest levels of the corpo rate communications profession.

Public Relations Theory

Jae-Hwa Shin,Robert L. Heath
Public Relations Theory Book PDF

Author : Jae-Hwa Shin,Robert L. Heath
Publisher : John Wiley & Sons
Page : 400 pages
File Size : 53,5 Mb
Release : 2020-12-07
Category : Business & Economics
ISBN : 9781119712961

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Public Relations Theory by Jae-Hwa Shin,Robert L. Heath Pdf

Explore a wide range of theoretical frameworks and themes for public relations in this comprehensive and authoritative work Public Relations Theory: Capabilities and Competencies is a comprehensive overview of the major theoretical perspectives in public relations, considering the evolution, diversification and merger of approaches that have been spurred by rapid changes in society, cultural boundaries, technology, and media environments. Authors Jae-Hwa Shin and Robert Heath explain both organizational and social theories of public relations, including cases and challenges to help students bring theory and research to bear on solving the daily challenges of public relations practice. Rather than advocate in favor of a particular theoretical view or position, Public Relations Theory: Capabilities and Competencies covers a broad range of theoretical perspectives and themes in public relations, including: An examination of excellence theory, contingency theory, rhetorical theory, and critical theory as these perspectives apply to public relations Issues management, crisis management, risk management and conflict management with respect to public relations Combining theory and practice for conceptualization and strategic execution of robust public relations programs and campaigns The importance of public relations ethics to serve the public good How to define “the public” or “relationships” in the field of public relations The book closes with discussion of emerging topics and the recent transformation of public relations theory to take diversity, technology, and global identity into account and offers insight into future direction. This book is perfect for upper level undergraduate and graduate students of public relations in journalism and communication. It will also be useful for public relations practitioners who hope to improve their understanding of the theoretical background and principles of their work and serve as an excellent reference for doctoral students and researchers in the area.