Public Relations Research Standards Working Groups

Awareness (aided and unaided)

The most fundamental measure for public relations is a variation of an awareness measure known as recall. This measure has its foundation in “day after recall” testing that measured if the viewer or reader had any “related” or correct recall of the message elements included in the communication.

Item for Media Analysis

The item for media analysis is “a manifest unit of analysis used in content analysis consisting of an entire message itself (e.g., an advertisement, story, press release)” (Stacks, 2006). This would also apply to broadcast segments, blog posts, comments on blog posts, discussion board posts, forum posts, tweets, videos, and any other piece of communications content.

Public Relations Research Standards Welcome Message

Welcome to the Coalition for Public Relations Research Standards development center. The adoption of standards for research and measurement in our field requires broad industry involvement, including customers of research and measurement services. This interactive site is where all of that comes together.