Guidelines for Formative and Evaluative Research in Public Affairs

2001 – This report is a narrative description of what the best public affairs programs within and beyond the Department of Energy Office of Science are doing to formulate and assess their operations. We focus on appropriate procedures for formative and evaluative research rather than suggesting specific outcomes. Finally, we organize our white paper along […]

Guidelines For Measuring Relationships in Public Relations

In order to answer the 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 […]

Setting Measureable Public Relations Objectives

1999 – The goal of virtually all public relations is to help an organization achieve its business or performance objectives. How does PR do this? It begins by setting measurable objectives of its own. This paper offers specific guidance in creating objectives that are valuable to the business and measurable. This is a Gold Standard […]

Advancing Measurement and Evaluation of PR

As I reflect on my two years of chairing the Institute for Public Relations Commission on Measurement and Evaluation, I appreciate the rich legacy passed on by preceding chairs and the amazing team who tirelessly give their time and expertise to further the quest for good research and measurement. I feel privileged to work with […]

Communication and PR: Made to Measure

2006 – Increasingly, communications managers are being held responsible for the ROI of their resources and the efficiency of their programs. If they are to be accountable, they need to manage the what and the how of measurement through a total performance measurement framework. This article is reprinted from Strategic Communication Management.