1997, 2003 – This guidebook sets minimum standards when it comes to measuring and evaluating the effectiveness of specific short-term PR programs, strategies, activities and tactics against pre-determined outputs, outtakes and outcomes.
This is a Gold Standard paper that has been selected by the Commission on Public Relations Measurement & Evaluation for its expert contribution to the theoretical structure of measurement and evaluation. These preeminent papers have become part of the core curriculum for public relations practitioners, clarifying, systematizing and informing the way we think about research, measurement and evaluation.
Guidelines and Standards for Measuring the Effectiveness of PR Programs and Activities
Dr. Walter K. Lindenmann