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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 2COMMUNICATIONS RESEARCH: Foundational Methods

Anders Gronstedt, Ph.D.Chief Executive OfficerThe Gronstedt Group

Clarke L. Caywood, Ph.D.Professor and Past Chairman, Department of Integrated Marketing CommunicationsMedill School of Journalism, Media, Integrated CommunicationsNorthwestern University

The public relations (PR) profession is under increasingly intense pressure to justify its existence and to demonstrate accountability. Nobody questions the need to have a sales, accounting or manufacturing department. The senior vice president of sales can show up for top management meetings with sales statistics. The vice president of manufacturing can bring productivity numbers, defect rates and cycle time reduction data. The chief financial ...

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