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.

Table of Contents

• Preface
• Part I Introduction to Public Relations Research, ­Measurement, and Evaluation
• Preface
• Chapter 1 Introduction to Research and Evaluations in Public Relations
• Chapter 2 The Move Toward Standardization
• Chapter 3 The Business of Public Relations
• Chapter 4 Measuring Public Relations Outcomes
• Part II Qualitative Methods for Effective Public Relations Research, Measurement, and Evaluation
• Preface
• Chapter 5 Secondary Research
• Chapter 6 Qualitative Research Methodologies
• Chapter 7 Content Analysis
• Part III Quantitative Methods for Effective Public Relations Research, Measurement, and Evaluation
• Preface
• Chapter 8 Survey Methodology
• Chapter 9 Statistical Reasoning
• Chapter 10 Sampling
• Part IV Wrapping Up
• Preface
• Chapter 11 The Application of Standards and Best Practices in Research and Evaluation for Public Relations
• Appendix Dictionary of Public Relations Measurement and Research
• References