A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second Edition

Contemporary public relations practice has developed

over the last several decades from the weak third sister

in marketing, advertising, and public relations mix to a

full player. To help you keep up to speed with the exciting

changes and developments of publications, this book has

been updated to provide you with the necessary understanding

of the problems and promises of public relations

research, measurement, and evaluation.

As a public relations professional, this book will guide

you through the effective use of methods, measures, and

evaluation in providing grounded evidence of the success

(or failure) of public relations campaigns. This second edition

takes a best practices approach—one that focuses on

choosing the appropriate method and rigorously applying

that method to collect the data that best answers the

objectives of the research. It also presents an approach to

public relations that emphasizes the profession’s impact

on the client’s return on investment in the public relations

function.