| A Practioner's Guide to Public Relations Research, Measurement and Evaluation Contributor(s): Stacks, Don W. (Author) |
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ISBN: 1606491016 ISBN-13: 9781606491010 Publisher: Business Expert Press OUR PRICE: $19.79 Product Type: Paperback Published: July 2010 |
| Additional Information |
| BISAC Categories: - Business & Economics | Public Relations |
| Dewey: 659.2 |
| Series: Public Relations Collection |
| Physical Information: 0.5" H x 5.9" W x 8.9" (0.80 lbs) 240 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |