Public relations measurement and evaluation is any and all research designed to determine the relative effectiveness or value of what is done in public relations. In the short-term, PR measurement and evaluation involves assessing the success or failure of specific PR programs, strategies, activities or tactics by measuring the outputs, outtakes and/or outcomes of those programs against a predetermined set of objectives. In the long-term, PR measurement and evaluation involves assessing the success or failure of much broader PR efforts that have as their aim seeking to improve and enhance the relationships that organizations maintain with key constituents.

Those who supervise or manage an organization's total communications activities are increasingly asking themselves, their staff members, their agencies and consulting firms, and their research suppliers questions such as these:

• Will those public relations and/or advertising efforts that we initiate actually have an effect -- that is, "move the needle" in the right direction -- and, if so, how can we support and document that from a research perspective?
• Will the communications activities we implement actually change what people know, what they think and feel, and how they actually act?
• What impact -- if any -- will various public relations, marketing communications, and advertising activities have in changing consumer and opinion-leader awareness, understanding, retention, attitude and behavior levels?

This guidebook seeks to set 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. Those interested in measuring and evaluating the effectiveness of PR efforts aimed at enhancing the long-term relationships that exist between an organization and its key constituents should consult the companion guidebook, "Guidelines for Measuring Relationships in Public Relations." (www.instituteforpr.com)

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.