Nonfiction | Business & Investing

A Practioner's Guide to Public Relations Research, Measurement and Evaluation

by Don Stacks

2020-05-07 14:08:48

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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 pub... Read more
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. Less

Book Details

File size8.9x5.9x0.5inches
Print pages242
PublisherBusiness Expert Press
Publication date May 1, 2010
ISBN9781606491010
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Don Stacks
Author
...

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