October 2000 – The preeminent challenge facing the public relations executive seeking to develop evaluation and measurement systems is gaining acceptance of them from all important parties, starting with the organization head who has to approve the budgets and the staffs who have to develop, execute and then interpret the resulting research.
PDF: Selling Public Relations Research Internally
Changing The Mindset About Communications
Lisa Richter and Walter G. Barlow
October 2000
