New book on PR measurement

September 9, 2010 at 7:15 pm 1 comment

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…

You can learn more about the book here>>

Please note, this blog has no commercial interest in this publication, we just believe it’s a good read!

Entry filed under: Communication evaluation, PR evaluation.

“Masterclasses” on evaluation New evaluation website

1 Comment Add your own

  • 1. Lolita M. Alba  |  February 9, 2011 at 6:54 am


    this is not a comment, sir. It’s more on inquiry. I am on the process of making evaluation tool of our training programs. I find it difficult to determine key performance indicators that could measure understanding, since it our objective is merely to have common understanding of some key concepts in Agri Pinoy Framework. this is as training of Trainors.

    Do we really have to be scientific at all times in making an evaluation tool?


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