Data-driven public relations research : 21st century practices and applications

Jim Eggensperger and Natalie Redcross

Perspective on public relations research -- Truth and the researcher's attitude -- Starting to apply statistics -- Quantitative analysis : part 1 -- Guest author chapter: Defining the problem -- Quantitative analysis : Part 2 -- Qualitative/categorical analysis -- Part 1 -- Qualitative/categorical analysis -- Part 2 -- Online and social media measurements -- Ethics in research -- Presenting research results -- Managing PR research -- Data-driven media relations -- Data-driven PR for nonprofit organizations -- Looking ahead in PR research -- Broadcast research -- Advertising research -- Appendix A Barcelona principles

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Year of publication:	2019
Authors:	Eggensperger, Jim ; Redcross, Natalie
Publisher:	New York : Routledge
Subject:	Öffentlichkeitsarbeit \| Public relations \| IT-gestütztes Marketing \| Computer-assisted marketing \| Kundendaten \| Customer data

Extent:	[viii], 204 Seiten Illustrationen
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-1-138-71706-0 ; 978-1-138-71707-7 ; 978-1-315-19668-8
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011896836