Table of Contents
Foreword xi
Preface xv
Acknowledgments xvii
Introduction xix
1 The Case for Data 1
2 The Four-Step Public Relations Process 11
3 Research, Easier than You Might Think 19
4 Data, Data Everywhere 25
5 Designing Surveys that Truly Listen 31
6 What Gets Measured Gets Done: Creating Accountability 41
7 Analytics, the Low-Hanging Data Fruit 49
8 Low(er) Tech Tracking Ideas 59
9 Making Data Accessible 65
10 Qualitative Research, Understanding the Richness of Experience 71
11 When the Data Is Hard to Swallow 79
12 No PR Person, No Problem! 85
Appendix A Sample Communication Plan 97
Appendix B Sample Communication Survey Questions 103
Appendix C Training Ideas to Expand Communications Function 107
Appendix D Four-Step Process Campaign Example 109
Appendix E Communication Options Worksheet 113
Glossary 115
Resources 117
About the Author 119