00000cmm a22000003i 4500 UP-1685594773862075761 Buklod 20170404160311.0 g||| | || || ta 170404s2010 nyu u eng d 9781606491027 (eBook) 1606491024 (eBook) (iLib)UPBAG-00023730358 DLC DML BAG rda eng ML-ebook Stacks, Don W. author. A practitioner's guide to public relations research, measurement and evaluation [electronic resource] Don W. Stacks and David Michaelson. New York, N.Y. Business Expert Press [2010] 1 online resource (x, 229 pages) illustrations text txt rdacontent computer rdamedia online resource cr rdacarrier Public relations collection IG library Part I. Introduction to public relations research, measurement, and evaluation -- Chapter 1. Introduction to research and evaluation in public relations -- Chapter 2. The business of public relations -- Chapter 3. Measuring public relations outcomes -- Part II. Qualitative methods for effective public relations research, measurement, and evaluation -- Chapter 4. Secondary research -- Chapter 5. Qualitative research methodologies -- Chapter 6. Content analysis -- Part III. Quantitative methods for effective public relations research, measurement, and evaluation -- Chapter 7. Survey methodology -- Chapter 8. Statistical analysis -- Chapter 9. Sampling -- Part IV. Wrapping up -- Chapter 10. Best practices in public relations research, measurement, and evaluation -- Appendix. Dictionary of public relations, measurement and research -- Notes -- References -- Index. This volume introduces the reader to the world of research and public relations research in particular. It 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. By the end of the book, the reader will not be a research expert but will understand why and how research is conducted. Further, the reader will be able to apply best practice standards to any research done by supply side vendors or internal research departments. 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. Part of that development can be traced to a change in the way that public relations is researched, measured, and evaluated. Both Drs. Stacks and Michaelson are members of that Commission and have been in the forefront of taking public relations research, measurement, and evaluation to the next level. 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. Electronic reproduction. Singapore IG Pub. c2012. Available via World Wide Web through IG Library. Public relations Research. Electronic books. Michaelson, David author. Available for University of the Philippines System via IG Library with URL: http://portal.igpublish.com/iglibrary/search/BEPB0000040.html. Click here to request https://forms.gle/KZjBv7aRtY6jiL5E9 (viewed 02 September 2021) FO Monograph UPBAG UPBAG-MAIN ML-ebook Electronic Resource