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After the authors wrote the first edition, they became leaders in the movement toward standards and best practices in public relations research. This led to a change in both title (adding the word "professional") and how research should be approached.

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...