New book on PR measurement
I’m just reading my copy of the new publication “A Practitioner’s Guide to Public Relations Research, Measurement and Evaluation“. The book, by Drs. Stacks and Michaelson is a no-nonsense guide to PR measurement and evaluation that’s well worth a read. I like how they stress the importance of “measurable” objectives and endeavour to move the focus from measuring “outputs” to “outcomes”. They recommend three steps essential for evaluating PR and communication programmes, that I summarise as follows:
- Set clear and well defined research objectives
- Apply rigorous research design that enables reliable research results
- Provide detailed documentation with full transparency
I couldn’t agree more…
Please note, this blog has no commercial interest in this publication, we just believe it’s a good read!