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A Communication Guide for Investor Relations in an Age of Activism by John Gilfeather, David Michaelson, Marcia W. DiStaso

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CHAPTER 12

Measuring Investor Relations

In 2007, David Michaelson noted that:

Significant variations continue to exist with the varying range of approaches to public relations measurement and evaluation. These variations result in a lack of standard measures that can be used to gauge the success of a public relations program as well as in an uneven overall quality of the research being conducted. (Michaelson 2007, p. 1)

In that article, he was broadly referring to the full range of public relations activities that also include investor relations as a key part of the communication mix. Almost a decade later, while there has been significant progress in the development of standardized measures in public relations overall, there has been scant ...

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