Data-Driven Public Relations Research

21st Century Practices and Applications

Jim Eggensperger, Natalie Redcross

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English

Routledge
22 August 2018

Communication studies; Media studies; Public relations

"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 social-media listening to applying big data with sophisticated algorithms, today’s PR professionals are data-driven in virtually everything they do.

Data-Driven 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 real-world 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, step-by-step 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 audiences

Understanding audience communication needs and preferences

How best to present research outcomes

How to manage major projects with specialized research firms.

Accompanying electronic resources for the book include sample answers to the book’s discussion questions, PowerPoint lecture slides for instructors and sample research exercises using Excel."

By: Jim Eggensperger, Natalie Redcross
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 235mm, Width: 187mm,
Weight: 453g
ISBN: 9781138717060
ISBN 10: 1138717061
Pages: 204
Publication Date: 22 August 2018
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Hardback
Publisher's Status: Active

Acknowledgements Preface Chapter 1 Perspective on Public Relations Research Chapter 2 Truth and the Researcher’s Attitude Chapter 3 Starting to Apply Statistics Chapter 4 Quantitative Analysis – Part 1 Guest Author Chapter: Problem Definition for Data-Driven PR Chapter 5 Quantitative Analysis – Part 2 Chapter 6 Qualitative/Categorical Analysis – Part 1 Chapter 7 Qualitative/Categorical Analysis – Part 2 Chapter 8 Online and Social Media Measurements Chapter 9 Ethics in Research Chapter 10 Presenting Research Results Chapter 11 Managing PR Research Chapter 12 Data-Driven Media Relations Chapter 13 Data-Driven PR for Nonprofit Organizations Chapter 14 Looking Ahead in PR Research Chapter 15 Broadcast Research Chapter 16 Advertising Research Appendix The Barcelona Principles

Jim Eggensperger teaches at Iona College in New Rochelle, NY, and has previously worked as a PR practitioner for clients such as Ernst and Young, Xerox and IBM. Natalie Redcross began her career as a reporter, editor and, later, a K-8 teacher. She currently teaches in the Mass Communication Department at Iona College in New Rochelle, NY. She has worked in the theater arts, education and nonprofit arenas as a PR specialist and consultant.