For further information and insight on public relations measurement, PRSA recommends the following texts:
"Chapter 14: Step Four: Evaluating the Program." In Broom, Glen M. Cutlip & Center's Effective Public Relations. 10 ed. Englewood Cliffs, NJ: Prentice Hall, 2009.
"Phase Four: Evaluative research." In Smith, Ronald D. Strategic Planning for Public Relations. 2 ed. Mahwah, NJ: Lawrence Erlbaum, 2005.
Broom, Glenn M., and David M. Dozier. Using Research in Public Relations: Applications to Program Management. Englewood Cliffs, NJ Prentice Hall, 1990.
Paine, Katie Delahaye. Measuring Public Relationships: The Data-Driven Communicator's Guide to Success. Berlin, NH: KDPaine & Partners, LLC, 2007.
Rubin, Rebecca B., Alan M. Rubin and Linda J. Piele. Communication Research: Strategies and Sources. 6 ed. Belmont, CA: Wadsworth, 2004.
Sinickas, Angela D. How to Measure Your Communication Programs: A Practical Manual for Maximizing the Effectiveness of Your Messages and Media. 3 ed. Santa Ana, CA: Sinickas Communications 2005.
Stacks, Don W. Primer of Public Relations Research. New York, NY: Guilford Press, 2002.
van Ruler, Betteke, Ana Tkalac Vercic and Dejan Vercic. Public Relations Metrics: Research and Analysis. Mahwah, NJ: Lawrence Erlbaum, 2008.
Watson, Tom, & Paul Noble. Evaluating Public Relations: A Best Practice Guide to Public Relations Planning, Research and Evaluation. London: Kogan Page, 2007.
Weiner, Mark. Unleashing the Power Of PR: A Contrarian's Guide to Marketing and Communication. San Francisco, CA: IABC/Jossey-Bass, 2006.
Williams Jr., Louis C. Communication Research, Measurement and Evaluation. San Francisco, CA: IABC, 2003.
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