Primer of Public Relations Research, Third Edition (Hardback)Don W. Stacks (author)
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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.
*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.
Publisher: Guilford Publications
Number of pages: 404
Weight: 704 g
Dimensions: 234 x 163 x 23 mm
Edition: 3rd New edition
"An ideal textbook for PR students worldwide, and one that also belongs on the reference shelf of every 21st-century practitioner. The third edition describes and evaluates the most recent research methods and findings and provides current examples that students will relate to. The organization is logical and linear and the book is amazingly comprehensive, discussing everything from Big Data to research ethics."--Dean Kruckeberg, PhD, Department of Communication Studies, University of North Carolina at Charlotte
"Stacks has produced a classic in PR education. As the definitive text on PR research applications and methods, this third edition should be on the desk of every student who wants to learn the practice of PR and on the bookshelf of every professional. The text covers every aspect of PR research, from the theoretical to the practical."--David Michaelson, PhD, Head of Research and Analytics, Teneo Strategy
"I have used Primer of Public Relations Research as the textbook for my PR research course for over a decade. It is the go-to book for teaching undergraduate PR majors and graduate students about the value of research in PR practice; social scientific approaches to research design, data analysis, and sense-making; and rigorous ways to monitor and evaluate the effectiveness of campaigns and programs. The integration of theory and practice--as well as the applications in different PR areas--make this book extremely valuable to educators, practitioners, and students."--Yan Jin, PhD, Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia