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

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Business Expert Press, 2010 - Business & Economics - 229 pages
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Winner of the 2011 National Communication Association PRIDE Best Textbook Award, given by the PR Division.

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.

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About the author (2010)

Don W. Stacks, Ph.D., is Professor and Director of the Public Relations Program in the School of Communication at the University of Miami, Coral Gables, FL. He has written more than 150 scholarly articles and papers. His awards include the Ralph Nichols Award for research in Listening (1984); the Institute for Public Relations Research and Education awarded Stacks its 1999 "Pathfinder Award." He was selected as the recipient of the University of Miami's "Provost's Award for Outstanding Research and Theory" in 1999.

Dr. David Michaelson has 30 years experience conducting research for numerous Fortune 500 companies, universities, and philanthropic organizations. Dr. Michaelson has an extensive background in communications testing, message development, measurement of communications effectiveness, and branding. He also has been head of research for Ogilvy Public Relations Worldwide and GCI Group, as well as a director of research at Burson-Marsteller.

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