4 Ergebnisse.

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Revised to reflect today's emphasis on standards-based practice, the third edition has a heightened emphasis on setting baselines, creating benchmarks, and assessing progress. Stacks presents guidelines for using a variety of qualitative and quantitative methods to track output, outtakes, and outcomes, and shows how to present research findings to clients. Features review questions and practice problems.

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Contemporary public relations practice has developed over the last several decades from the weak third sister in marketing, advertising, and public relations mix to a full player. Part of that development can be traced to a change in the way that public relations is researched, measured, and evaluated. Both Drs. Stacks and Michaelson are members of that Commission and have been in the forefront of taking public relations research, measurement,...