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Primer of Public Relations Research, Third Edition
Author: Don W. Stacks
Publisher: Guilford Publications
ISBN: 146252270X
Pages: 404
Year: 2016-11-23
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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 review questions and a compelling practice problem. PowerPoint slides for use in teaching are provided at the companion website. Instructors requesting a desk copy also receive a supplemental Instructor's Manual with a test bank, suggested readings, and case studies. New to This Edition: *Chapter on standardization, moving beyond the prior edition's focus on best practices. *Chapter on different types of data sets, with attention to the advantages and disadvantages of using Big Data. *Addresses the strategic use of key performance indicators. *Covers the latest content analysis software. Pedagogical Features: *Each chapter opens with a chapter overview and concludes with review questions. *End-of-chapter practice problems guide readers to implement what they have learned in a PR project. *Appendix provides a dictionary of public relations measurement and research terms. *Supplemental Instructor's Manual and PowerPoint slides.
A Practioner's Guide to Public Relations Research, Measurement and Evaluation
Author: Don Stacks
Publisher: Business Expert Press
ISBN: 1606491024
Pages: 240
Year: 2010-07-06
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This book will provide the business reader with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation and the public relations practitioner as guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns.
Advertising and Public Relations Research
Author: Donald W. Jugenheimer, Larry D. Kelley, Jerry Hudson, Samuel Bradley
Publisher: Routledge
ISBN: 1317507371
Pages: 384
Year: 2015-04-16
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Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.
Perspectives on Public Relations Research
Author: Danny Moss, Dejan Vercic, Gary Warnaby
Publisher: Routledge
ISBN: 1134603290
Pages: 288
Year: 2008-03-07
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The practice and study of public relations has grown significantly within Europe over the past decade, yet as a discipline, it remains a relatively unexplored field. This volume of papers brings together contributions from some of the leading international public relations academics and practitioners who provide valuable insights into the theories underpinning current public relations thinking and practice, and illustrate the diversity of perspectives that characterize this evolving area. Key issues discussed include:- * the contribution of public relations to strategic management in organizations * the feminization of public relations * the function of rhetorical study in our understanding of modern corporate dialogue * international perspectives of public relations. A valuable aid to both students and practitioners, this fascinating book challenges some of the traditional assumptions about public relations practice.
Public Relations Research
Author: Danny Moss, Toby MacManus, Dejan Verčič
Publisher: Cengage Learning Emea
ISBN: 0415109957
Pages: 315
Year: 1997
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The book contains comparative studies of public relations practice in different countries and explores issues such as the relationship between PR and journalism, the history of PR and the moral role of the public relations practitioner. Public relations research: an international perspective provides a fascinating insight into the state of public relations and will be of great interest to both academics and advanced students of public relations, communication science, marketing and management science.
Positioning Theory and Strategic Communication
Author: Melanie James
Publisher: Routledge
ISBN: 1134615329
Pages: 242
Year: 2014-06-13
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In public relations, people talk about positioning an idea, a persona, a political ideal, an ideology – but what are they talking about? Why do some positions taken by organizations crystallize in the minds of audiences, while others fail? Whilst positioning is not something new in public relations, this book is the first to explicate what it involves, how it works and how to do it. This is the first in-depth exploration of the possibilities of Positioning Theory for the public relations field and it adds a new perspective to the growing body of multidisciplinary work in this rich theoretical area, moving the discussion away from the traditional communication plans of previous decades, which fail to accommodate the changing media and opinion landscapes. The author pulls together various strands of socio-cultural theory into an analytical framework, providing readers with a tool to analyse the organizational implications of public relations decisions, guiding strategic decision making through realistic scenario planning. This thought-provoking book provides an alternative path to studying communication in increasingly complex environments and as such, will be vital reading for researchers and educators, advanced communication and public relations students, and for senior public relations practitioners.
A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition
Author: David Michaelson, Don W. Stacks
Publisher: Business Expert Press
ISBN: 163157762X
Pages: 289
Year: 2017-01-24
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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.
Public Relations Research
Author: Ansgar Zerfaß, A. A. van Ruler, Krishnamurthy Sriramesh
Publisher: Springer
ISBN: 3531909185
Pages: 449
Year: 2008-05-08
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This volume is a major contribution to the trans-national debate on public relations research and communication management. It presents dominant concepts and findings from the scientific community in Germany in English language. At the same time, the compilation contains a selection of the most influential and relevant approaches from European and international researchers. Editors and contributors are renowned academics from all over the world. This books honours Guenter Bentele, one of the international spearheads of public relations research, and gives academics, students and communication managers a focussed insight into the field.
Qualitative Research Methods in Public Relations and Marketing Communications
Author: Christine Daymon, Immy Holloway
Publisher: Routledge
ISBN: 1136935037
Pages: 416
Year: 2010-09-13
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The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications. Through clear explanations and illustrations, the book encourages undergraduate and master level students to engage with the main approaches and techniques for conducting critical, reflective investigations. This new edition: Identifies the skills and strategies needed to conduct authentic, trustworthy research Highlights specific analytical techniques associated within the main research approaches Provides new sections on internet-based research, critical discourse analysis, historical research, action research and mixed methods research Qualitative Research Methods in Public Relations and Marketing Communications will be invaluable for those undertaking research methods courses on public relations and marketing communication degrees, as well as those working on a dissertation.
An Overview of the Public Relations Function
Author: Shannon A. Bowen
Publisher: Business Expert Press
ISBN: 1606491008
Pages: 186
Year: 2010-04-15
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This book provides an executive overview of the field of public relations with a focus on what managers need to know to master the function quickly and effectively. The authors bring to bear on the topic of public relations management our research and academic knowledge in the areas of business management and strategy, mass communication, marketing, public relations, organizational communication, journalism, ethics, and public opinion along with years of professional experience in managing public relations.
Public Relations Metrics
Author: Betteke van Ruler, Ana Tkalac Vercic, Dejan Vercic
Publisher: Routledge
ISBN: 1135593264
Pages: 344
Year: 2009-09-11
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Responding to the increasing need in academia and the public relations profession, this volume presents the current state of knowledge in public relations measurement and evaluation. The book brings together ideas and methods that can be used throughout the world, and scholars and practitioners from the United States, Europe, Asia, and Africa are represented.
Using Research in Public Relations
Author: Glen M. Broom, David M. Dozier
Publisher: Prentice Hall
ISBN: 0139391665
Pages: 414
Year: 1990
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A user friendly research tool that will enable readers to understand how research fits into public relations management.
Evaluating Public Relations
Author: Tom Watson, Paul Noble
Publisher: Kogan Page Publishers
ISBN: 0749449799
Pages: 252
Year: 2007
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Evaluating Public Relations advises PR practitioners at all levels how to demonstrate clearly and objectively to their clients and managers the impact that their work has. The authors draw on both their practical and academic experience to discuss a diverse range of evaluation methods and strategies, illustrating them throughout with award winning case studies and interviews. Fully revised and updated, the second edition of this book allows practitioners to more closely monitor and evaluate their campaigns and helps them develop more robust campaign strategies. This edition includes new information on: online evaluation; measuring relationships; practitioner culture, evaluation procedures and structures; payment by results; econometrics; word of mouth. Covering both theory and practice, Evaluating Public Relations is a handbook for both students and experienced practitioners.
Public Relations, Society & Culture
Author: Lee Edwards, Caroline E. M. Hodges
Publisher: Taylor & Francis
ISBN: 1136834206
Pages: 160
Year: 2011-02-25
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Historically, public relations research has been dominated by organisational interests, treating the profession as a function to help organisations achieve their goals, and focusing on practice and processes first and foremost. Such research is valuable in addressing how public relations can be used more effectively by organisations and institutions, but has tended to neglect the consequences of the practice on the social world in which those organisations operate. This edited collection adds momentum to the emergent interest in the relationship between public relations, society and culture by bringing together a wide range of alternative theoretical and methodological approaches, including anthropology, storytelling, pragmatism and Latin American studies. The chapters draw on insights from a variety of disciplines including sociology, cultural studies, post-colonialism, political economy, ecological studies, feminism and critical race theory. Empirical contributions illustrate theoretical arguments with narratives and interview extracts from practitioners, resulting in an engaging text that will provide inspiration for scholars and students to explore public relations in new ways. Public Relations, Society and Culture makes an essential contribution to a range of scholarly fields and illustrates the relevance of public relations to matters beyond its organisational function. It will be highly useful to students and scholars of public relations as well as cultural studies, ethnicity/‘race’ communication, media studies, development communication, anthropology, and organisational communication. This insightful book will make a significant contribution to debates about the purpose and practice of public relations in the new century.
Primer of Public Relations Research, Second Edition
Author: Don W. Stacks
Publisher: Guilford Press
ISBN: 1606239155
Pages: 367
Year: 2010-07-13
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This practical, comprehensive work is widely regarded as the standard course text and practitioner reference on public relations research. Don W. Stacks explains the key role of research in all aspects of contemporary PR practice, from planning a program or campaign to making strategic changes and measuring outcomes. Step-by-step guidelines and tools are provided for using a wide range of qualitative and quantitative methods to accomplish essential research objectives. The book clearly explains technical aspects of data collection and analysis for readers new to measurement and statistics. Every chapter features review questions and a detailed practice problem. A test bank, suggested readings, case studies, and PowerPoint slides are available to instructors using the book in their courses; see the preface for details.

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