Dictionary of Public Relations Measurement and Research

Third Edition

The Dictionary of Public Relations Measurement and Research has become one of the most popular papers the Institute for Public Relations has ever published.  This third edition covers an expanded number of terms, addition of social media terms and processes, and adds ethics as a category.  The Editorial Board is international in scope and a combination of top academic and professional researchers.

This is a Gold Standard paper that has been selected by the Measurement Commission for its expert contribution to the theoretical structure of measurement, research methodology, statistical analyses, 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, testing, and evaluation.


  1. Doug Newsom — August 5th, 2013 at 2:07 pm

    Congratulations! Doug Newsom

  2. Don Bates — August 5th, 2013 at 3:30 pm

    Kudos. This is a great example of why the Institute exists! To disseminate useful knowledge based on sound research and professional expertise.

  3. Tom Mattia — August 5th, 2013 at 11:39 pm

    As our field continues its rapid development and expansion, this is a critical work to – once again – set the baseline for the profession. Thanks!

  4. Michael Daily, Booz Allen Hamilton — August 6th, 2013 at 10:29 am

    A “must have” in every practitioner’s PR measurement toolkit! Doctors Stacks’ and Bowen’s outstanding work, combined with generally accepted global measurement standards, are critical components to establishing a solid scientific foundation for the Public Relations profession. Well done!

  5. Richard Weiner — August 6th, 2013 at 10:57 am

    Congratulations! As the author of a dictionary (Webster’s New World Dictionary of Media and Communications), I know how difficult amd time-consuming it is to write a dictionary. Especially one that is timely.

  6. John Ledngham — August 6th, 2013 at 1:27 pm

    Congratulations, Don, and Shannon, on expanding an already impressive contribution.

    The dictionary, along with the handbook, encyclopedia and other reference works that have emerged in the past several years continue to provide students, teachers and practitioners with the tools needed to accomplish the goals of a discipline that still is shaping its mission and methods, its ethical foundation and its commitment to balance and mutual benefit.

    Moreover, the expansion of the dictionary is one example of the impressive work that has marked the career of two outstanding scholars.

  7. Michael F Kelly — August 6th, 2013 at 6:46 pm

    Great work! I immediately printed this (without the cartridge-flushing first red page – but unfortunately, the red last page was overlooked and printed with so much red ink it was limp) as I want to absorb, or as we now say, consume it. No doubt it will be delicious.
    I’ve been thinking and working on the process of moving meaning around in general, while trying also to link it to major fields where its applied, such as PR, Communication, Marketing, education/training and Science. This dictionary is invaluable as a solid place to link our general work to in PR. Is there an equivalent work for Communication or is it the same or largely overlapping? Is there one for Marketing?
    On the contents, I have a lot of questions, many arising from my outside view of PR and Communication, which is at once a benefit and limitation. I think many of my questions will have good answers. For example, all definitions involving Visit or Visitors are related only to web sites. Doesn’t PR have something else to do with Visitors, perhaps influencing them to come to a brick and morter store to buy something, or to visit a university to evaluate attending? Visitor seems to be worthwhile stage in learning or evaluating, and not just via websites, although certainly that. I look forward to some great discussions to improve and spread the ‘agreement on what the signals mean’, as Frank Ovaitt notes. My thanks for everyone who did the heavy lifting on the Dictionary. I hope I can be a worthy user of it to help improve the practice of PR and Communication.

  8. Merrie Meyers — August 6th, 2013 at 7:06 pm

    Brilliant! It’s useful to me as a practitioner and as an instructor!! Thank you IPR!

  9. N.K.Sinha — August 8th, 2013 at 1:07 pm

    The publication as I find is extremely illustrative, informative and educative. The PR practitioners will get new and innovative ideas for future PR applications and developments and for further research works. Congrtulations to the author!

  10. John Stone — August 16th, 2013 at 8:15 am

    A fine contribution. A reliable “dictionary” is a welcome addition to virtually all disciplines as one of our first issues is that of “defining” what we are talking about–if for no other reason than to establish common ground(s). Don Stacks is surely one of the consummate contributors to our discipline. This piece is a valuable resource.

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