Over the past several decades, the world has changed dramatically. When we both started our work in public relations research and education, word processors and computers were just being introduced to the workplace, the Internet was merely a concept, the cell phone was an extravagant luxury only available to the wealthy, Twitter and blogging were not part of the vernacular, and the fax machine was the “latest and greatest” technology. While much has changed in the practice of public relations since the 1970s because of these advances, the principles, methods, and skills associated with solid research remain constant, with measurement and evaluation continuing as the foundation for creating effective public relations programs.
In an environment ...
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