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

Modern public kinfolk perform has built over the past numerous a long time from the susceptible 3rd sister in advertising, ads, and public family combine to an entire participant. that will help you sustain to hurry with the fascinating adjustments and advancements of courses, this booklet has been up-to-date to supply you with the mandatory knowing of the issues and grants of public kin learn, size, and review. As a public kin specialist, this ebook will consultant you thru the potent use of equipment, measures, and evaluate in supplying grounded proof of the good fortune (or failure) of public kin campaigns. This moment version takes a top practices approach--one that specializes in selecting the perfect strategy and conscientiously using that way to gather the knowledge that most sensible solutions the ambitions of the learn. It additionally provides an method of public family members that emphasizes the profession's influence at the client's go back on funding within the public kinfolk functionality

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

Sample text

Stating Public Relations Research Objectives From a measurement and evaluation point of view, most public relations objectives fall woefully short of being precise enough to establish what kinds of research methods are required. Obviously, the type of research being conducted will differ in terms of cost. In-depth interviews are more expensive than surveys, for instance, in terms of understanding how audiences will or have responded to a campaign. Also, the measurement and evaluation of the campaign is influenced by the public relations tactics being employed.

Chapter 3 builds on these research standards and turn our focus to how research helps the public relations professional make a case that he or she has contributed to a client’s or company’s success. CHAPTER 3 The Business of Public Relations In Chapters 1 and 2 we introduced the concept of best practices and standardization through the history of public relations research. In this chapter we introduce and discuss the role of public relations as it relates to the larger goals and objectives of the organization.

MEASURING PUBLIC RELATIONS OUTCOMES 51 Measurement as a Public Relations Tool In its simplest form, measurement is an observation. From a business perspective measurement is most often used to track financially related variables. These variables include number of units produced, stock prices, gross and net profits, and so forth. 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).

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