Primer of public relations research, second edition
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Primer of public relations research, second edition
Primer ofPublicRelationsResearchSECOND EDITIONebookTHE GUILFORD PRESSPrimer ofPublic Relations ResearchSECOND EDITIONDON w. STACKSTHE GUILFORD PRESSNe Primer of public relations research, second editionew Yoi'k Londonhttps://khothuvien.cori!©2011 The Guilford PressA Division of Guilford Publications, Inc.72 Spring Street, New York, NY 10012www.g u i 1 ford .comAll rights reservedNo part of this book may be reproduced, translated, stored in a retrieval system, or transmitted, in any form or by any Primer of public relations research, second editionmeans, electronic, mechanical, photocopying, microfilming, recording, or otherwise, without written permission from the Publisher.Printed in the UnitePrimer of public relations research, second edition
d States of AmericaThis book is printed on acid-free paper.Last digit is print number: 987654321Library of Congress Cataloging-in-Publication DataStacPrimer ofPublicRelationsResearchSECOND EDITIONebookTHE GUILFORD PRESSPrimer ofPublic Relations ResearchSECOND EDITIONDON w. STACKSTHE GUILFORD PRESSNe Primer of public relations research, second editionrdcover)1. Public relations—Research. I. Title.HM1221 .S78 2011659.2072—dc222010013366Preface to the Second EditionAlmost 10 years have passed since the first edition of the Primer of Public Relations Research was published. Over that time, several things have changed the way that public relations p Primer of public relations research, second editionrofessionals understand and conduct practice. Four particular changes have arisen to affect public relations practice. Each will continue to drive howPrimer of public relations research, second edition
public relations is practiced and how it is perceived by others over the next 10 years.First, new technology has changed and has sped up the practicePrimer ofPublicRelationsResearchSECOND EDITIONebookTHE GUILFORD PRESSPrimer ofPublic Relations ResearchSECOND EDITIONDON w. STACKSTHE GUILFORD PRESSNe Primer of public relations research, second editionng public relations and media relations quite nicely, and they have quickly endorsed it as the way to communicate in the 21st century. 1 lowever, a closer look at this new form of media shows that it really does not present new ways of doing research. Indeed, public relations research focusing on me Primer of public relations research, second editionssage impact and strategy has not changed at all. The methods— survey, content analysis, focus group, in-depth interviews—are still the methods. The mPrimer of public relations research, second edition
aterial being coded or asked about—blogs, tweets, and so forth—are still messages that differ little from their traditional media counterparts (newspaPrimer ofPublicRelationsResearchSECOND EDITIONebookTHE GUILFORD PRESSPrimer ofPublic Relations ResearchSECOND EDITIONDON w. STACKSTHE GUILFORD PRESSNe Primer of public relations research, second edition to go around the traditional media gatekeeper. 1 do not think that the social media are a trend that will go away, but will be data that can be used as part of the total communication milieu, which will include the traditional media for the foreseeable future. Primer of public relations research, second editionPrimer ofPublicRelationsResearchSECOND EDITIONebookTHE GUILFORD PRESSPrimer ofPublic Relations ResearchSECOND EDITIONDON w. STACKSTHE GUILFORD PRESSNeGọi ngay
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