2005 – There has been a good deal of attention in recent years on how important it is to measure and evaluate the effectiveness of public relations programs and activities. Dozens of articles, booklets and reports have been published giving advice and counsel on how PR practitioners might more effectively build research, measurement and evaluation tools and techniques into their work. All of these articles and booklets are welcome; any steps calling attention to the need to be accountable for the work we do in public relations have to be applauded.
Putting PR Measurement and Evaluation Into Historical Perspective
Walter K. Lindenmann