2008 – This paper will primarily focus on tying public relations programs to business results. It examines how a variety of organizations have used PR measurement systems to demonstrate the business outcomes of their efforts. Its purpose is to encourage the use of data-driven decision-making within the PR profession. It considers the setting of measurable goals and objectives and provides six case studies from the technology, defense, retail, airline, utility and healthcare industries in which research has been used to further business goals and communications objectives.
Using Public Relations Research to Drive Business Results
Katharine Delahaye Paine, Pauline Draper and Angela Jeffrey