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

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CHAPTER 7

Content Analysis

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 properly used, content analysis can be critical in evaluating overall communication 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 traditional public relations content analysis that are commonly ...

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