000			04885nam a2200769 i 4500
001			10873421
003			CaPaEBR
005			20241023114834.0
006			m eo d
007			cr cn |||m|||a
008			140525s2014 nyu foab 001 0 eng d
020			_a9781606499856 _qe-book
035			_a(OCoLC)880626294
035			_a(CaBNVSL)swl00403406
040			_aCaBNVSL _beng _erda _cCaBNVSL _dCaBNVSL
050		4	_aHM1221
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, _c[(c)2014.]
300			_a1 online resource (xii, 271 pages)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_adata file _2rda
490	1		_aPublic relations collection, _x2157-3476
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 -- _t1. Introduction to research and evaluations in public relations -- _t2. The move toward standardization -- _t3. The business of public relations -- _t4. Measuring public relations outcomes -- _tPart II. Qualitative methods for effective public relations research, measurement, and evaluation -- _t5. Secondary research -- _t6. Qualitative research methodologies -- _t7. Content analysis -- _tPart III. Quantitative methods for effective public relations research, measurement, and evaluation -- _t8. Survey methodology -- _t9. Statistical reasoning -- _t10. Sampling -- _tPart IV. Wrapping up -- _t11. The application of standards and best practices in research and evaluation for public relations -- _tAppendix. Dictionary of public relations measurement and research -- _tReferences -- _tIndex.
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.
530			_a2 _ub
530			_aAlso available in printing.
538			_aSystem requirements: Adobe Acrobat reader.
538			_aMode of access: World Wide Web.
588			_aTitle from PDF title page (viewed on May 25, 2014).
650		0	_aPublic relations _xEvaluation.
650		0	_aPublic relations _xResearch.
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		0	_a[genre]
700	1		_aStacks, Don W., _eauthor.
776	0	8	_iPrint version: _z9781606499849
830		0	_a2014 digital library.
830		0	_aPublic relations collection. _x2157-3476
856	4	0	_uhttps://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000260.html
942			_2lcc _bCIU _cOB _eBEP _QOL _zBEP10873421
999			_c74142 _d74142
902			_c1 _dCynthia Snell