A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation
Name/Title
A Professional and Practitioner's Guide to Public Relations Research, Measurement, and EvaluationDescription
The understanding of the problems and promises of public relations research, measurement and evaluation and to effectively use methods, measures and evaluation in providing grounded evidence of the success of public relations campaigns.Context
David Michaelson and Don W. Stacks are communications scholars whose research interests include the field of public relations. This book 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. The authors' purpose is for the reader to understand why and how research is conducted and how to apply best practice standards to any research done by supply-side vendors or internal research departments.Category
Public Relations