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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second Edition by Don W. Stacks, David Michaelson

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Chapter 3

The Business of Public Relations

In Chapters 1 and 2 we introduced the concept of best practices and standardization through the history of public relations research. In this chapter we introduce and discuss the role of public relations as it relates to the larger goals and objectives of the organization. Public relations’ impact on an organization’s return on investment (ROI) is a fairly new concept. As the profession has turned from a tactical role to the strategic management of communication, the profession has had to continually wrestle with having to prove its worth. As part of the promotional mix of communication, public relations works in conjunction with advertising and marketing as an integral tool. Typically, the promotional ...

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