intelligent measurement

PR Measurement – New Dictionary

March 7, 2006 at 7:41 pm Leave a comment

The USA’s Institute for Public Relations, which offers all of its research and publications free on the web, has published a new edition of the Dictionary of Public Relations Measurement and Research (pdf – 198kb), edited by Dr. Don W. Stacks of the University of Miami.

We all measure different things and we measure them all differently (and not always intelligently). Not a good idea if you want to benchmark or compare data.

Don Stacks and his colleagues have done a magnificent job in assembling, codifying and defining most of the common terms we come across when talking about measurement, from “Algorithm” to “Z-score”.

It’s a giant step forward in defining some standard methodologies which everyone can use.

The Institute’s website, http://www.instituteforpr.org also contains a large number of downloadable papers on every aspect of communications measurement and evaluation. Well worth a visit.

Richard

Entry filed under: Communication evaluation, Evaluation tools (surveys, interviews..), PR evaluation.