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Institute for Public Relations

The Institute for Public Relations is an independent nonprofit that bridges the academy and the profession, supporting PR research and mainstreaming this knowledge into practice through PR education.

the science beneath
the art of public relations

Public Relations Measurement and Evaluation

The Institute of Public Relations publishes a large volume of papers related to PR measurement and evaluation. Many of these papers have been produced by our measurement commission.

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The Barcelona Declaration of Measurement Principles
A new declaration of standards and practices to guide measurement and evaluation of public relations was first adopted at the 2nd European Summit on Measurement…
How Top Business Communicators Measure the Return on Investment (ROI)
of Organization's Internal Communication Efforts
This paper addressed findings from two research projects related to how top business communicators measure the effectiveness of their organization's internal…
Measuring Excellent Leadership in Public Relations:
A Second-Order Factor Model in the Dimension of Self-Dynamics
In this study, the authors defined the construct of "excellent leadership" in public relations and identified multiple dimensions of this construct.
How to Set Benchmarks in Social Media: Exploratory Research for Social Media, Lessons Learned
Much has been proposed as far as metrics and standards for measurement, but for the vast majority of organizations, the answer has been "it depends."
Doing Measurement Right: One Organization’s Experience
Creating a Best-In-Class Measurement Program from Scratch
A communications program and system of metrics, ranging from measures of productivity to effectiveness measures was designed and applied in practice.
Measuring and Evaluating an Intranet Designed to Enhance
Employee Communication and Two-Way Communication
The purpose of this research was twofold: 1.) to qualitatively examine how organizations can use intranets to enable employees to communicate with one…
Formulation of a Measurement Scale from the Perceptions a Community has of a Corporate Brand
Based on the Implementation of a Corporate Social Responsibility Program
The purpose of this research is to design a measurement system that will allow the organizations to know the perceptions of a community, based on the impact…
Scale Development for Measuring Health Consciousness: Re-conceptualization
This study attempts to: 1.) define the concept of health consciousness and identify its major dimensions, 2.) develop a scale for measuring individual…
Analyzing Corporate Social Responsibility Measurement Parameters
This research aims to create a universally-acceptable sustainability framework to measure corporate performance, which can adapted by any organization…
Setting Best Practices in Public Relations Research
There is growing recognition of value of research in developing and evaluating of public relations programs, but much of this value is never realized in…

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