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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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Chapter 11

The Application of Standards and Best Practices in Research and Evaluation for Public Relations1

The Current State of Public Relations Measurement

Companies specializing in public relations measurement and evaluation have traditionally focused on evaluating only the outcomes of public relations. These outcomes are most commonly the media or press coverage that is a direct result of media relations activities (outputs). The primary limitation of these companies is their limited focus on an intermediary in the public relations process—the media—rather than on the target audience for these communication activities.

Relying strictly on evaluations of intermediaries in the communication process fails to create effective measurement and ...

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