A Practioner's Guide to Public Relations Research, Measurement and Evaluation

Part I

Introduction to Public Relations Research, Measurement, and Evaluation

Part I introduces the reader to the practice of public relations and the concept of “best practices.” Chapter 1 provides a quick glance at the history of contemporary public relations practice and how a best practices approach makes public relations results important to a company or client. Chapter 2 lays out the role of public relations as a necessary requirement in the business world and establishes the groundwork for public relations research—research that focuses on business goals and objectives and the stating of such public relations goals and objectives that are measurable and indicative (can be correlated with) of business’ investment in public relations through ...