A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second Edition

Preface

Four years ago we had just completed the first edition of A Practitioner’s Guide to Public Relations Research, Measurement, and Evaluation. In the introduction to that edition, we noted that while the technology surrounding the profession of public relations has changed dramatically over the past several decades, the core principles of the research as well as the value of effective measurement remained the same. In almost all respects, we continue to hold to that perspective. Nonetheless, public relations research remains a dynamic field and the advances in the field over the past several years, particularly in the developments of standardized measures of public relations, led us to update our thinking about the needs of the profession. ...