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

A Practitioner's Guide to Public Relations Research, Measurement and Evaluation [Kindle Edition]

Don Stacks , David Michaelson

Kindle-Preis: EUR 15,54 Inkl. MwSt. und kostenloser drahtloser Lieferung über Amazon Whispernet

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Taschenbuch EUR 19,36  



This volume introduces the reader to the world of research and public relations research in particular. It takes a best practices approach—one that focuses on taking the appropriate method and rigorously applying that method to collect the data that best answer 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. By the end of the book, the reader will not be a research expert but will understand why and how research is conducted. Further, the reader will be able to apply best practice standards to any research done by supply side vendors or internal research departments.

Über den Autor und weitere Mitwirkende

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.


  • Format: Kindle Edition
  • Dateigröße: 1432 KB
  • Seitenzahl der Print-Ausgabe: 229 Seiten
  • Verlag: Business Expert Press (30. Juni 2010)
  • Verkauf durch: Amazon Media EU S.à r.l.
  • Sprache: Englisch
  • ASIN: B003V1WIBE
  • Text-to-Speech (Vorlesemodus): Aktiviert
  • X-Ray:

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Die hilfreichsten Kundenrezensionen auf (beta) 4.4 von 5 Sternen  5 Rezensionen
5.0 von 5 Sternen good book 5. September 2013
Von aliaguan - Veröffentlicht auf
Format:Taschenbuch|Von Amazon bestätigter Kauf
the whole book is a new one ,and just as cheap as it has been showed there. feel good !!!
3.0 von 5 Sternen it's ok 1. September 2013
Von Yining - Veröffentlicht auf
Format:Kindle Edition|Von Amazon bestätigter Kauf
a little bit expensive for kindle version. but it's OK if you just read it in your spare time, not as a book use in class
4.0 von 5 Sternen Not very specific 26. August 2013
Von spyM - Veröffentlicht auf
Format:Taschenbuch|Von Amazon bestätigter Kauf
The book is not bad. But the content is not very specific. If you want to know more details about it. You may choose a better one.
5.0 von 5 Sternen Great Book 25. April 2012
Von SAUD - Veröffentlicht auf
Format:Kindle Edition
Very important book for all public relations practitioners. The book provides valuable information about the measurement in PR field. I highly recommend PR students and practitioners to buy this book.
5.0 von 5 Sternen Essential Book for PR Professionals 3. Dezember 2010
Von Christopher Hardwick - Veröffentlicht auf
This guide should be on the bookshelf of every public relations practitioner. It provides a thorough, practice-oriented overview of how to plan, measure and evaluate public relations programs. Having studied with the "father" of academic research in public relations (Dr. James Grunig at the University of Maryland), I can say that Dr. David Michaelson has built on that tradition in outlining a foundation of fundamental research skills based on best practices -- with unique perspectives from both the academic world and from the practitioner's world. As the need increases to demonstrate ROI for every marketing, communications and public relations program, it is more essential than ever for today's PR professionals to put the contents of this guide into practice.
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Beliebte Markierungen

 (Was ist das?)
There three major objectives any public relations campaign seeks to accomplish: (a) to ensure that the messages get out to their intended audiences and that they are understood (informational objective); (b) to monitor the campaign so that benchmarks regarding the acceptance of messages by target audiences in terms of cognitive, affective, and behavioral attitudinal or belief acceptance, rejection, or maintenance (motivational objective); and (c) predicting what the target audience will actually do based on the campaign (behavioral objective). &quote;
Markiert von 3 Kindle-Nutzern
The quality and substance of the research findings (1) demonstrate effectiveness, (2) link outputs (tactics) to outcomes, (3) develop better communications programs, (4) demonstrate an impact on business outcomes, (5) demonstrate cost-effectiveness, and (6) are applicable to a broad range of activities. &quote;
Markiert von 3 Kindle-Nutzern
relations Corporate communications Customer relations Employee relations Financial relations Government relations Media relations Public affairs Strategic communications &quote;
Markiert von 3 Kindle-Nutzern

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