January 2012 – Demands for accountability for public relations activity have fueled the development and usage of sophisticated research, measurement and evaluation approaches and tools in public relations practice. Ensuring that public relations students are familiar and proficient with the growing number of measurement and evaluations tools and approaches can be daunting. This paper serves as a road map to the collection of books and white papers on public relations research, measurement, and evaluation. Members of the Institute for Public Relations Commission on Measurement and Evaluation, a nonprofit group that researches and disseminate public relations research and evaluation best practices, authored the books and papers highlighted here. Commission members represent four pillars of the public relations profession: (i) corporate public relations practitioners, (ii) academic researchers, (iii) public relations agencies and consulting firms, and (iv) research organizations.
This paper begins by describing and organizing the white papers by topic area. The second part of this paper briefly describes the books that could be used in a class on research, measurement and evaluation, digital media, and campaigns.
PDF: Resources for Public Relations Educators for Teaching Research, Measurement and Evaluation
Dr. Julie O’Neil
Texas Christian University