| 000 | 05022nam a2200805 i 4500 | ||
|---|---|---|---|
| 001 | EBC1685396 | ||
| 003 | MiAaPQ | ||
| 007 | cr cnu|||||||| | ||
| 008 | 140525s2014 nyu foab 001 0 eng d | ||
| 020 |
_z9781606499849 _qpaperback |
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| 020 |
_a9781606499856 _qe-book |
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| 035 | _a(OCoLC)880626294 | ||
| 035 | _a(CaBNVSL)swl00403406 | ||
| 035 | _a(MiAaPQ)EBC1685396 | ||
| 035 | _a(Au-PeEL)EBL1685396 | ||
| 035 | _a(CaPaEBR)ebr10873421 | ||
| 035 | _a(CaONFJC)MIL604985 | ||
| 035 | _a(OCoLC)880626294 | ||
| 040 |
_aMiAaPQ _beng _erda _epn _cMiAaPQ _dMiAaPQ |
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| 050 | 4 |
_aHM1221 _b.M536 2014 |
|
| 082 | 0 |
_a659.2 _223 |
|
| 100 | 1 |
_aMichaelson, David., _eauthor. |
|
| 245 | 1 | 2 |
_aA professional and practitioner's guide to public relations research, measurement, and evaluation / _cDavid Michaelson and Don W. Stacks. |
| 250 | _aSecond edition. | ||
| 264 | 1 |
_aNew York, New York (222 East 46th Street, New York, NY 10017) : _bBusiness Expert Press, _c2014. |
|
| 300 | _a1 online resource (xii, 271 pages) | ||
| 336 |
_atext _2rdacontent |
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| 337 |
_acomputer _2rdamedia |
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| 338 |
_aonline resource _2rdacarrier |
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| 490 | 1 |
_aPublic relations collection, _x2157-3476 |
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| 500 | _aPart of: 2014 digital library. | ||
| 504 | _aIncludes bibliographical references (pages 259-264) and index. | ||
| 505 | 0 | _aPart I. Introduction to public relations research, measurement, and evaluation -- 1. Introduction to research and evaluations in public relations -- 2. The move toward standardization -- 3. The business of public relations -- 4. Measuring public relations outcomes -- Part II. Qualitative methods for effective public relations research, measurement, and evaluation -- 5. Secondary research -- 6. Qualitative research methodologies -- 7. Content analysis -- Part III. Quantitative methods for effective public relations research, measurement, and evaluation -- 8. Survey methodology -- 9. Statistical reasoning -- 10. Sampling -- Part IV. Wrapping up -- 11. The application of standards and best practices in research and evaluation for public relations -- Appendix. Dictionary of public relations measurement and research -- References -- Index. | |
| 506 | _aAccess restricted to authorized users and institutions. | ||
| 520 | 3 | _aContemporary 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. | |
| 588 | _aTitle from PDF title page (viewed on May 25, 2014). | ||
| 590 | _aElectronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. | ||
| 650 | 0 |
_aPublic relations _xEvaluation. |
|
| 650 | 0 |
_aPublic relations _xResearch. |
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| 653 | _apublic relations | ||
| 653 | _anonfinancial indicators | ||
| 653 | _amedia analysis | ||
| 653 | _ameasurement | ||
| 653 | _ainterviewing | ||
| 653 | _agoals and objectives | ||
| 653 | _afocus groups | ||
| 653 | _aexperimentation | ||
| 653 | _aevaluation | ||
| 653 | _acontent analysis | ||
| 653 | _asurvey and poll research | ||
| 653 | _astatistical analysis | ||
| 653 | _astandardized measurement | ||
| 653 | _asecondary research | ||
| 653 | _asampling | ||
| 653 | _areturn on investment (ROI) | ||
| 653 | _areturn on expectation (ROE) | ||
| 653 | _aresearch | ||
| 653 | _aresearch methods | ||
| 653 | _aqualitative research | ||
| 653 | _aquantitative research | ||
| 655 | 4 | _aElectronic books. | |
| 700 | 1 |
_aStacks, Don W., _eauthor. |
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| 776 | 0 | 8 |
_iPrint version: _z9781606499849 |
| 797 | 2 | _aProQuest (Firm) | |
| 830 | 0 | _a2014 digital library. | |
| 830 | 0 |
_aPublic relations collection. _x2157-3476 |
|
| 856 | 4 | 0 |
_uhttps://ebookcentral.proquest.com/lib/kliuc-ebooks/detail.action?docID=1685396 _zClick to View |
| 942 |
_2lcc _cEBK |
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| 999 |
_c271688 _d271688 |
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