A Professional and Practitioner’s Guide to Public Relations Research Measurement and Evaluation 3rd edition by David Michaelson, Don W Stacks ISBN 1631577611 978-1631577611

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ISBN 10: 1631577611

ISBN 13: 978-1631577611

Author: David Michaelson, Don W Stacks 

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 has been updated to provide you with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation. As a public relations professional, this book will guide you through the effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns. This third edition takes a best practices approach-one that focuses on choosing 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 emphasizes the profession’s impact on the client’s return on investment in the public relations function, the measurement of social media and the use of standardized measures.

A Professional and Practitioner’s Guide to Public Relations Research Measurement and Evaluation 3rd Table of contents: 

Part 1: Foundations of Public Relations Research

• Chapter 1: The Importance of Research in Public Relations
  • Defining Public Relations and its Role in Organizations
  • The Value of Research-Driven Public Relations
  • Setting Research Objectives and Defining Research Questions
  • Ethical Considerations in Public Relations Research
• Chapter 2: Research Design and Methodology
  • Types of Research (Qualitative, Quantitative, Mixed Methods)
  • Research Methods (Surveys, Interviews, Focus Groups, Content Analysis, Experiments)
  • Sampling Techniques
  • Data Collection and Analysis

Part 2: Public Relations Measurement and Evaluation

• Chapter 3: Setting Measurement and Evaluation Objectives
  • Defining Measurable Goals and Objectives
  • Developing a Measurement and Evaluation Plan
  • The Importance of SMART Goals
• Chapter 4: Measuring Outputs
  • Traditional Metrics (Media Coverage, Audience Reach)
  • Digital Metrics (Website Traffic, Social Media Engagement)
  • Measuring Media Impressions and Share of Voice
• Chapter 5: Measuring Outcomes
  • Changes in Attitudes, Opinions, and Behaviors
  • Measuring Brand Awareness and Reputation
  • Assessing Campaign Effectiveness
• Chapter 6: Return on Investment (ROI) in Public Relations
  • Defining and Measuring ROI
  • Calculating the Value of Public Relations Efforts
  • Demonstrating the Business Impact of PR Campaigns

Part 3: Advanced Topics in Public Relations Research

• Chapter 7: Public Opinion Research
  • Measuring Public Opinion and Attitudes
  • Public Opinion Surveys and Polling
  • Analyzing Public Opinion Data
• Chapter 8: Crisis Communication Research
  • Monitoring and Analyzing Crisis Situations
  • Measuring the Impact of Crisis Communication Efforts
  • Developing Crisis Communication Plans
• Chapter 9: Digital and Social Media Research
  • Social Media Listening and Monitoring
  • Analyzing Social Media Data
  • Influencer Marketing and Social Media Measurement
• Chapter 10: The Future of Public Relations Research
  • Emerging Trends and Technologies
  • Big Data and Analytics in Public Relations
  • Artificial Intelligence and Machine Learning in PR Research

Appendices

• Appendix A: Research Instruments and Questionnaires
• Appendix B: Data Analysis Software and Tools
• Appendix C: Glossary of Terms
• Appendix D: Case Studies in Public Relations Research and Evaluation

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