A practitioner's guide to public relations research, measurement, and evaluation
Provides 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.
x, 229 p. : ill. ; 24 cm.
9781606491010, 9781606491027, 1606491016, 1606491024
1020046302
Part I. Introduction to public relations research, measurement, and evaluation
Chapter 1. Introduction to research and evaluation in public relations
Chapter 2. The business of public relations
Chapter 3. Measuring public relations outcomes
Part II. Qualitative methods for effective public relations research, measurement, and evaluation
Chapter 4. Secondary research
Chapter 5. Qualitative research methodologies
Chapter 6. Content analysis
Part III. Quantitative methods for effective public relations research, measurement, and evaluation
Chapter 7. Survey methodology
Chapter 8. Statistical analysis
Chapter 9. Sampling
Part IV. Wrapping up
Chapter 10. Best practices in public relations research, measurement, and evaluation
Appendix. Dictionary of public relations, measurement and research