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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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Part I

Introduction to Public Relations Research, Measurement, and Evaluation

Part I introduces the reader to the practice of public relations and the concept of “Best Practices.” Chapter 1 provides a quick glance on the history of contemporary public relations practice and how a best practices approach makes public relations results important to a company or client. Chapter 2 presents the most current thoughts on measurement standardization and argues that for public relations to be considered a profession, it must establish standards against which its outcomes can be compared and set a basis for the function as a profession. The professional is the strategist who designs the public relation campaign and, in turn, must collect, assess, and ...

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