Download A Professional and Practitioner's Guide to Public Relations by David Michaelson, Institute for Public Relations PDF

By David Michaelson, Institute for Public Relations

ISBN-10: 160649984X

ISBN-13: 9781606499849

Modern public kinfolk perform has constructed over the past numerous a long time from the vulnerable 3rd sister in advertising, advertisements, and public family members combine to an entire participant. that will help you sustain to hurry with the intriguing adjustments and advancements of courses, this e-book has been up-to-date to supply you with the required figuring out of the issues and grants of public family members study, size, and evaluate. As a public relatives expert, this publication will advisor you thru the potent use of equipment, measures, and overview in supplying grounded facts of the luck (or failure) of public relatives campaigns. This moment variation takes a top practices approach--one that specializes in making a choice on the correct technique and conscientiously using that way to acquire the information that top solutions the ambitions of the learn. It additionally provides an method of public family members that emphasizes the profession's impression at the client's go back on funding within the public family functionality

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Additional resources for A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second Edition

Sample text

Communication research is behavior-driven and knowledge (theory)-based. The final assumption drives home the challenge of public relations research as a mediating factor—that public relations programming and its measurement and evaluation strive to impact on stake- and stockholder behavior through the management of message-based programming that impacts on awareness, interest, attitudes, and then intended behavior. On the basis of these assumptions, it should be clear that public relations that follows best practices and standards as introduced earlier in this book first does the necessary background or competitive analyses that will help drive the public relations effort.

Evaluation, we argue, is best conducted against a model that sets the standards for effective, very effective, and excellent activities. 30 GUIDE TO PUBLIC RELATIONS RESEARCH An effective campaign meets the basic needs and is considered successful but does not advance because it fails to measure up to the requirements of the stage. If it can meet the standards of the next stage, that is, intermediate, it is evaluated as very effective. And, if it reaches the third and final stage, that is, advanced, it is evaluated excellent.

Their measurement is quite precise since the data are hard, that is, they are directly observable and can be counted. Marketing can tell how many products are sold per 1-800phone call-in, can calculate the cost per call across a number of other hard data points—number of hours staff put in, returns, and so forth (see Chapter 3). Human resources can provide a breakdown of cost per unit by employee and employee costs (wages and benefits, for instance). From a public relations perspective, measurement is less precise because the data are soft.

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