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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second Edition by Don W. Stacks, David Michaelson

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Appendix

Dictionary of Public Relations Measurement and Research

This booklet was prepared and edited by Dr. Don W. Stacks and Dr. Shannon A. Bowen

Commission on Public Relations Measurement & Evaluation Dictionary Editorial Board

Pauline Draper-Watts

Edelman Berland

Dr. David Geddes

The Cohl Group

Fraser Likely

Likely Communication Strategies Ltd.

Dr. Jim Macnamara

University of Technology Sydney

Dr. David Michaelson

Teneo Strategy

Lou Williams

The Lou Williams ­Companies LLC

Dr. Donald K. Wright

Boston University

Dictionary of Public Relations Measurement and Research1

@ Replies—sm/s/engagement. A key performance indicator (KPI) metric that provides evidence of Twitter activity; see also: Twitter, retweets

-A-

Active Advocates—m/s/outtake/outcome ...

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