1st Edition
Data-Driven Public Relations Research 21st Century Practices and Applications
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
Biography
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.
"To enter the PR field and have an in-depth understanding of research is extremely beneficial. Research is the foundation of each and every successful integrated marketing campaign. It's how we learn more about our target consumer and customize campaigns to truly resonate with them." –Lauren Samaha, Vice President, Ketchum, Inc."Dr. Eggensperger and Dr. Redcross have mastered ways to use data for results in the classroom and workplace. A must read for public relations professionals." –Dr. Robert J. Petrausch, former chief communications officer for a Fortune 500 company and head of the public relations concentration at Iona College
"This book reveals the importance of research in the planning and implementation of impactful public relations campaigns. It presents real-world examples that show how to leverage facts and data to provide the context that helps frame the news and build credibility with journalists." –Dwayne Doherty, VP Corporate Communications, the Rockefeller Group
"This approach is pragmatic and up to date. Just the kind of thing that clients are looking for in PR research." –Senior Vice President, leading global PR firm
"Clients of all kinds want measurements, both of the campaign and of the overall marketplace. PR is becoming more data driven all the time." –Vice President, leading healthcare agency
