Catalogue Search | MBRL
Are you sure you want to remove the book from the shelf?
{{itemTitle}}
3
result(s) for
"Stacks, Don W., author"
Sort by:
A professional and practitioner's guide to public relations research, measurement, and evaluation
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. To help you keep up to speed with the exciting changes and developments of publications, this book will provide you with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation. As a public relations professional, this book will act as a guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns. This outstanding contribution takes a best practices approach--one that focuses on taking the appropriate method and rigorously applying that method to collect the data that best answers the objectives of the research. It also presents an approach to public relations that focuses on establishing the profession's impact on the client's return on investment in the public relations function, whether that function be aimed at internal or external audiences using standardized measures. By the end of the book, you will understand why and how research is conducted and will be able to apply best practice standards to any research done by supply-side vendors or internal research departments.
eBook
The new era of the CCO
The role of the Chief Communication Officer (CCO) in today's enterprise has dramatically changed over the past 30 years. Once focused on getting news out to media outlets, today's CCO has become an integral part of any enterprise--company, corporation, governmental, and nongovernmental entity. Today's CCO is responsible for internal and external communication, with creating and implementing communication strategies that help mold enterprise mission, vision, value, and character, and with building enterprise reputation through stakeholder engagement. As a part of the \"C-Suite,\" the CCO must understand not only the psychology and sociology of the business, but also the role that she has in informing the C-Suite and the Chief Executive Officer what internal and external stakeholders are thinking and how this may affect corporate image in terms of credibility, confidence, trust, relationship, and reputation. In short, the new CCO must understand both the science and the art of communication and apply that knowledge to advancing her enterprise's goals and objectives through a faster and ever-larger-reaching set of media.
eBook