intelligent measurement

New article – PR Measurement and Evaluation Practices Over the Course of 40 Years

October 21, 2013 at 6:41 pm Leave a comment

Here is a brand new article (it’s a chapter from a book*) by Fraser Likely and Tom Watson entitled “Measuring the Edifice – PR Measurement and Evaluation Practices Over the Course of 40 Years”.

It provides an excellent overview of developments in the last 40 years and the challenges currently faced in PR measurement and evaluation. A summary from the authors:

“Public relations measurement and evaluation practices have been major subjects for practitioners and academician research from the late 1970s onwards. This chapter will commence with a brief survey of the historical evolution of the research into these practices. Then, we will discuss James E. Grunig’s enduring contribution to their theorization, particularly with financial and non-financial indicators of public relations value. Next, we will consider the current debate on financial indicators, focusing on Return on Investment and alternative methods of financial vlauation. Finally, we will look to the future at the measurement and evaluation practices that will attract academic and practitioner research interest.”

View the article/chapter in full (pdf)>>

*Note: Fraser and Tom’s chapter, “Measuring the Edifice: Public Relations Measurement and Evaluation Practice Over the Course of 40 Years (pp. 143-162)” comes from a “festschrift” (a celebratory book) for Professors Jim and Lauri Grunig – two renowned PR Gurus –  which was edited by Professors Krishnamurthy Sriramesh and Ansgar Zerfass and Dr Jeong-Nam Kim. The book’s title is Public Relations and Communication Management: Current Trends and Emerging Topics. It is published by Routledge.

Entry filed under: Communication evaluation, PR evaluation. Tags: communication evaluation, pr measurement.