Rich in scholarly foundations combined with actual practice, Public Relations Online: Lasting Concepts for Changing Media connects the social and technological forces that are changing public relations. Using plain-talk discussion of theory and research, this book helps readers identify how lasting concepts for effective public relations can be applied in a changing media environment, and how a changing media environment affects the practice of effective public relations.
Chapter 10: Applied Research and Evaluation
Applied Research and Evaluation
My aim is to orient you sufficiently for you to ask for help effectively.
Aside from tying the ends together in the loop of responsive, cyclical public relations, research and evaluation serve practitioners well to demonstrate what their bosses and clients are getting for their money. This chapter introduces the online offshoots of public relations research methods including surveys, experiments, interviews, focus groups, and content analyses. Usability and methods for tracking online communication also are discussed as ways of seeing that online public relations efforts are effectively interactive.
The Value in Evaluation
Some methods for determining the value (i.e., evaluating) of online communication efforts are online extensions ...