Primer of Public Relations Research

Book Details

• Author: Stacks, Don W.

• Brand: GUILFORD PRESS

• Edition: 3

• Binding: Hardcover

• Number of Pages: 404

• Release Date: 23-11-2016

• EAN: 9781462522705

• Package Dimensions: 9.5 x 6.3 x 0.9 inches

• Languages: English

About The Book
Research Methods in Public Relations is an authoritative guide, widely relied upon by PR students and professionals for understanding the role of research in planning and evaluating public relations campaigns. This third edition is extensively revised and expanded to reflect the modern emphasis on standards-based practices and offers an updated focus on setting baselines, creating benchmarks, and assessing progress.

The book offers step-by-step guidelines on using a broad spectrum of qualitative and quantitative methods to track output, outtakes, and outcomes, and teaches how to present research findings effectively to clients. The pedagogical features of the book, such as review questions at the end of each chapter and compelling practice problems, allow readers to actively apply what they’ve learned in real PR projects. PowerPoint slides for instructors are also available at the companion website.

New to This Edition:

• A dedicated chapter on standardization, expanding the earlier focus on best practices.

• A comprehensive chapter covering different types of data sets, with particular attention to the use and limitations of Big Data.

• Emphasis on the strategic use of key performance indicators (KPIs) in evaluating PR campaigns.

• Updated content regarding the latest content analysis software.

Pedagogical Features:

• Each chapter opens with an overview and closes with review questions.

• End-of-chapter practice problems help readers apply the concepts learned to real-world PR scenarios.

• A dictionary of public relations measurement and research terms is included in the appendix for easy reference.

• Instructors can access a supplemental Instructor’s Manual, which includes a test bank, suggested readings, and case studies to support teaching.

This book is a valuable resource for students learning public relations research techniques, as well as professionals seeking to enhance their research skills in the evolving field of PR.