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...
After the authors wrote the first edition, they became leaders in the movement toward standards and best practices in public relations research. Th...
Thousands of public relations (PR) students and professionals have relied on this authoritative text to understand the key role of research in planning and evaluating PR campaigns. Revised and expanded to reflect today's emphasis on standards-based practice, the third edition has a heightened emphasis on setting baselines, creating benchmarks, and assessing progress. Stacks presents step-by-step guidelines for using a wide range of qualitative and quantitative methods to track output, outtakes, and outcomes, and shows how to present research findings clearly to clients. Every chapter features...
Thousands of public relations (PR) students and professionals have relied on this authoritative text to understand the key role of research in plannin...
