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

Informasi Umum

Kode

19.21.328

Klasifikasi

659.2 - Public relations

Jenis

Buku - Elektronik (E-Book)

Subjek

Public Relations, Research

No. Rak

Dilihat

177 kali

Informasi Lainnya

Abstraksi

Contemporary public relations practice has developed over the last several decades from the weak third sister in the marketing, advertising, and public relations mix to a full player. To help you keep up to speed with the exciting changes and developments in communication theory and practice, 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 answer 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. Keywords content analysis, evaluation, experimentation, focus groups, goals and objectives, interviewing, measurement, media analysis, nonfinancial indicators, public relations, qualitative research, quantitative research, research, research methods, return on expectation (ROE), return on investment (ROI), sampling, secondary research, social media analytics, standardized measurement, statistical analysis, survey and poll research

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Koleksi & Sirkulasi

Tersedia 1 dari total 1 Koleksi

Pengarang

Nama	David Michaelson, Don W. Stacks
Jenis	Perorangan
Penyunting
Penerjemah

Penerbit

Nama	Business Expert Press
Kota	New York
Tahun	2017

Sirkulasi

Harga sewa	IDR 0,00
Denda harian	IDR 0,00
Jenis	Non-Sirkulasi

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