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Public relations measurement and evaluation. Measuring and evaluating public relations. Measurement and evaluation are critical elements of every public relations practitioner s professional competencies and are central to making a case for public relations. As a public relations practitioner this book will act as guide to effective use of methods measures and. To help you keep up to speed with the exciting changes and developments of publications this book will provide you with the necessary understanding of the problems and promises of public relations research measurement and evaluation.
The impact on public relations measurement and evaluation was a move away from the social science led emphasis on public opinion research to a more pragmatic analysis of media coverage which was to dominate the second half of the 20th century. Media evaluation practices to 1950.
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