Cover Image

A professional and practitioner's guide to public relations research, measurement, and evaluation /

Show other versions (1)
Bibliographic Details
Main Author: Michaelson, David
Other Authors: Stacks, Don W.
Format: Book
Language:English
Published: New York, N.Y. : Business Expert Press, 2017.
Edition:3rd ed.
Subjects:
Public relations > Research.
Public relations > Evaluation.
Table of Contents:
  • Part I. Introduction to public relations research, measurement, and evaluation
  • 1. Introduction to research and evaluations in public relations
  • 2. The move toward standardization
  • 3. The business of public relations
  • 4. Measuring public relations outcomes
  • Part II. Qualitative methods for effective public relations research, measurement, and evaluation
  • 5. Secondary research
  • 6. Qualitative research methodologies
  • 7. Content analysis
  • Part III. Quantitative methods for effective public relations research, measurement, and evaluation
  • 8. Sampling
  • 9. Survey methodology
  • 10. Statistical reasoning
  • Part IV. Wrapping up
  • 11. The application of standards and best practices in research and evaluation for public relations: the current state of public relations measurement
  • Appendix A. Standardized measures for public relations impact
  • Appendix B. Dictionary of public relations measurement and research.