Public relations measurement and evaluation are essential elements in the creation of successful communications programs. While there is wide acknowledgment that measurement and evaluation are important, there is little understanding among public relations practitioners of the best and most appropriate ways to design and implement an effective system for measurement and evaluation. This paper presents a series of processes, procedures and considerations that should be applied in the design of research programs. These recommended approaches are based on the concept of applying “best practices” to public relations research activities.
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