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DataDriven Public Relations Research: 21st Century Practices and Applications,Used
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The public relations industry is undergoing a revolution in using data to define promotional programs, to measure influence and to address the needs of clients with more precision than ever. Applying tools that range from online surveys to socialmedia listening to applying big data with sophisticated algorithms, todays PR professionals are datadriven in virtually everything they do.DataDriven Public Relations Research is the first book for PR students and practitioners to offer an overview of these new practices as well as a glimpse into the future of these new applications, including 'big data' and some of the applications from realworld PR campaigns and strategic planning. It includes contemporary cases involving brand name companies who are blazing new trails in the use of metrics in public relations.This book presents a practical, accessible approach that requires no prior training or experience, with easy to follow, stepbystep measurement examples from existing campaigns. Using Excel, the book enables readers to export lessons from the classroom to the office, where use of statistical packages is rare and can give PR practitioners the advantage over competitors.This pragmatic approach helps readers apply metrics to PR problems such as:Finding the best target audiencesUnderstanding audience communication needs and preferencesHow best to present research outcomesHow to manage major projects with specialized research firms.Accompanying electronic resources for the book include sample answers to the books discussion questions, PowerPoint lecture slides for instructors and sample research exercises using Excel.
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