Tools and techniques for measuring and evaluating the relatively short-term outputs and outcomes of specific public relations programs, events and campaigns have existed for quite a number of years. But up until now, measuring the success or failure of long-term relationships stemming, in part from public relations efforts, have not existed.

As important as it can be for an organization to measure PR outputs and outcomes, it is even more important for an organization to measure relationships. This is because for most organizations measuring outputs and outcomes can only give information about the effectiveness of a particular or specific PR program or event that has been undertaken.

In order to answer the much broader question -- "How can PR practitioners begin to pinpoint and document for senior management the overall value of public relations to the organization as a whole?" -- different tools and techniques are needed. The authors have found through their research that perceptions regarding an organization"s longer-term relationships with key constituencies can best be measured by focusing on six very precise elements or components of relationships:

1. Control Mutuality
2. Trust
3. Satisfaction
4. Commitment
5. Exchange Relationship
6. Communal Relationship

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.