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CAIRO BOOKS's 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. To help you keep up to speed with the exciting
changes and developments of publications, this book will provide you with the
necessary understanding of the problems and promises of public relations
research, measurement, and evaluation. As a public relations practitioner, this
book will act as guide to effective use of methods, measures, and evaluation in
providing grounded evidence of the success (or failure) of public relations
campaigns. This outstanding contribution takes a best practices approach one
that focuses on taking the appropriate method and rigorously applying that
method to collect the data that best answers 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, you will understand why and how research is
conducted, and will be able to apply best practice standards to any research
done by supply side vendors or internal research departments.