O'Reilly logo

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

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Part IV

Wrapping Up

Part IV wraps up and reviews the key factors that need to be considered when conducting public relations research, measurement, and evaluation. This part places in context the key information from Parts I, II, and III and presents a series of nine best research and measurement practices based upon these parts that form the foundation for creating communication programs that are effective in achieving their goals. The part includes a review on setting objectives, the use of specific research methods, and the applications of a research, measurement, and evaluation program.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required