The Institute for Public Relations, which offers all of its research and publications free on the web, has announced the availability of a new edition of the Dictionary of Public Relations Measurement and Research, edited by Dr. Don W. Stacks of the University of Miami. A second new paper released today is A Guide for Measuring Event Sponsorships by Bruce Jeffries-Fox.
Both authors are members of the Commission on Public Relations Measurement & Evaluation. Their publications are available free at the Institute’s website, instituteforpr.org.
“Public relations measurement and research has progressed far in the years between the first and second editions of the Dictionary of Public Relations Measurement and Research,” said Dr. Stacks. “The second edition of the dictionary has been expanded by almost 100 terms. Many terms have been redefined and are more sophisticated-reflecting a sophistication of the profession.”
Jeffries-Fox noted that only a small proportion of PR organizations measure the events they produce. “Most PR people simply do not know how to go about it,” he said. “We have attacked this problem head-on by presenting a detailed discussion of research tools available for developing events and evaluating their impact, whether you are a large or small organization.”
The Commission on Public Relations Measurement & Evaluation exists to establish standards and methods for public relations research and measurement, and to issue authoritative best-practices white papers. The Institute for Public Relations is an independent foundation dedicated to the science beneath the art of public relations. It exists to build and document research-based knowledge in the field of public relations, and to mainstream this knowledge by making it available and useful to practitioners, educators, researchers and the clients they serve.
