Chapter 1

Introduction to Research and Evaluations in Public Relations

Contemporary public relations practice has developed since the mid-20th century from the weak third sister in the marketing, advertising, and public relations mix to gain status as a full and equal player in the corporate suite. Part of that development can be traced to a change in the way public relations is practiced. The early days of public relations ­functions—­limited to media relations and “press agentry”— have evolved to a sophisticated array of communications where public relations is no longer an afterthought, but is an integral part of the communications mix.

A central reason for this change in the perceptions of and stature of public relations in the communications ...

Get A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second Edition now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.