Standardization in Public Relations Measurement and Evaluation
David Michaelson and Don W. Stacks have published a new article on the need for standardization in PR measurement and evaluation, here is a summary:
As the public relations profession continues to focus more and more on outcomes associated with campaigns or public relations initiatives the question of standards has shifted to the forefront of discussions among and between professionals, academics, and research providers. Making this shift even more important to establishing impact on business goals and objectives is the fact that standardized measures for public relations activities have never been recognized. Unlike other marketing communications disciplinesi, public relations practitioners have consistently failed to achieve consensus on what the basic evaluative measures are or how to conduct the underlying research for evaluating and measuring public relations performance.