New to This Edition:
*Chapter on standardization, moving beyond the prior edition’s focus on best practices.
*Chapter on different types of data sets, with attention to the advantages and disadvantages of using Big Data.
*Addresses the strategic use of key performance indicators.
*Covers the latest content analysis software.
*Each chapter opens with a chapter overview and concludes with review questions.
*End-of-chapter practice problems guide readers to implement what they have learned in a PR project.
*Appendix provides a dictionary of public relations measurement and research terms.
*Supplemental Instructor’s Manual and PowerPoint slides.