In the more than three years since the Dictionary of Public Relations Measurement and Research was first released, it has become one of the most popular papers the Institute for Public Relations has ever published. Week after week, visitors to our free website (www.instituteforpr.org) download the dictionary. It has been reprinted with permission, distributed and sometimes debated at major professional and academic conferences.

The truth is that public relations teachers and practitioners traditionally have not used the same nomenclature - let alone definitions - for many central concepts of research and measurement. Increasingly, however, it is clear that we should save our creativity for program development and execution, not for the names and meanings applied to key elements of the science beneath the art of public relations.

To that end, this second edition covers an expanded number of terms, with input from a broader group of scholars and research experts. They now represent many more countries where public relations science is regularly used.

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.