June 2014
Intermediate to advanced
208 pages
6h 13m
English
Content preview from Evaluating Public Relations, 3rd Edition
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Gathering and interpreting information
Stacks (2013) effectively summarizes the role that research plays in public relations:
So basic research begins before a public relations campaign or program begins. It establishes what has been done in the past that might impact on the future, it establishes a baseline against which to evaluate success, and it has planned benchmarks against which to evaluate objectives. Data gathered across the campaign or program should be measured so that can be inputted into whatever decision-making process is being employed by the client or business. Finally, the data gathered must be used to demonstrate an impact or correlation with other business units to demonstrate a return of investment in the public relations ...
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