O'Reilly logo

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

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

CHAPTER 3COMMUNICATIONS RESEARCH: Dynamic Digital Methods

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

In the second decade of the 21st century, there are more ways to measure messages than ever before and more work for analysts and public relations professionals. This chapter shows that we need continually advancing software innovations to carry out these tasks. The preceding chapter on research is crucial for an understanding of the importance of social science and rigorous research for decision making regarding an organization’s communications and organizational goals. Naturally, the research reported ...

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