Chapter 6
Content analysis is one of the most commonly used, and at the same time misused, public relations measurement and evaluation tools. Because it is often considered the most basic form of public relations measurement, content analysis is frequently seen as a less-effective and less-reliable form of public relations measurement and evaluation. However, when used properly, content analysis can be critical in evaluating overall communications effectiveness and function to help plan more effective public relations and media relations strategies.
This chapter explores several key aspects of content analysis, starting with a basic understanding of the nine types of public relations content analysis that are commonly used. ...
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