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:
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.
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
To gain access to the instructor resources for this title, please visit the Instructor Resources Download Hub.
You will be prompted to fill out a registration form which will be verified by one of our sales reps.