A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, livre ebook

Public relations has evolved from a supporting role into a strategic driver of organizational success. Today’s PR professionals are expected not just to communicate—but to prove impact.

This fully updated third edition equips you with the tools to do exactly that.

Blending theory with real-world application, this book delivers a practical, best-practices approach to public relations research, measurement, and evaluation. You’ll learn how to select the right methods, apply them rigorously, and generate meaningful data that clearly demonstrates the effectiveness of your campaigns.

Designed for working professionals and advanced students alike, this edition places a strong emphasis on accountability and outcomes—including how PR contributes to organizational goals, supports return on investment (ROI), and leverages standardized metrics in an increasingly digital and social media–driven landscape.

Whether you’re refining your measurement strategy or building one from the ground up, this book provides a clear, evidence-based framework for making smarter decisions—and proving the value of your work.

Preface xi

Part I Introduction to Public Relations Research, Measurement, and Evaluation 1

Chapter 1 Introduction to Research and Evaluations in Public Relations 3

Chapter 2 The Move Toward Standardization 17

Chapter 3 The Business of Public Relations 37

Chapter 4 Measuring Public Relations Outcomes 51

Part II Qualitative Methods for Effective Public Relations Research, Measurement, and Evaluation 77

Chapter 5 Secondary Research 79

Chapter 6 Qualitative Research Methodologies 95

Chapter 7 Content Analysis 115

Part III Quantitative Methods for Effective Public Relations Research, Measurement, and Evaluation 143

Chapter 8 Sampling 145

Chapter 9 Survey Methodology 163

Chapter 10 Statistical Reasoning 185

Part IV Wrapping Up 201

Chapter 11 The Application of Standards and Best Practices in Research and Evaluation for Public Relations: The Current State of Public Relations Measurement 203

Appendix A Standardized Measures for Public Relations Impact 219

Appendix B Dictionary of Public Relations Measurement and Research 225

References 279

Index 285