A Practitioner's Guide to Public Relations Research, Measurement, and Evaluation
Name/Title
A Practitioner's Guide to Public Relations Research, Measurement, and EvaluationDescription
Effective methods, measures, and evaluation to produce grounded evidence of campaign success or failure.Context
Don W. Stacks and David Michaelson are public relations academics and researchers, with Stacks directing the PR program at the University of Miami and Michaelson holding senior research roles at agencies including Burson-Marsteller and Ogilvy Public Relations Worldwide. The authors focus on issues arising from PR's need to prove its value and return on investment to clients and executives.Category
Public Relations