Wrapping Up

Part IV wraps up and reviews the key factors that need to be considered when conducting public relations research, measurement, and evaluation. This part places in context the key information from Parts I, II, and III and presents a series of nine best research and measurement practices and standards based upon these parts that form the foundation for creating communication programs that are effective in achieving their goals. The part includes a review on setting objectives, the use of specific research methods, and the applications of a research, measurement, and evaluation program.

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