A Professional and Practitioner’s Guide to Public Relations Research, Measurement, and Evaluation, Second Edition

Contemporary public relations practice has developednover the last several decades from the weak third sisternin marketing, advertising, and public relations mix to anfull player. To help you keep up to speed with the excitingnchanges and developments of publications, this book hasnbeen updated to provide you with the necessary understandingnof the problems and promises of public relationsnresearch, measurement, and evaluation.nAs a public relations professional, this book will guidenyou through the effective use of methods, measures, andnevaluation in providing grounded evidence of the successn(or failure) of public relations campaigns. This second editionntakes a best practices approachone that focuses onnchoosing the appropriate method and rigorously applyingnthat method to collect the data that best answers thenobjectives of the research. It also presents an approach tonpublic relations that emphasizes the professions impactnon the clients return on investment in the public relationsnfunction.

Additional ISBNs: 9781606499849, 160649984X, 9781606499856, 1606499858