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This is a Gold Standard paper of theCommission on Public Relations Measurement & Evaluation
 
Guidelines for Measuring the Effectiveness of PR Programs and Activities
by
Dr. Walter K. LindenmannPublished by the Institute for Public Relations
Guidelines for Measuring the Effectiveness of PR Programs and ActivitiesBy Dr. Walter K. LindenmannCopyright © 1997, 2003 Institute for Public Relationswww.instituteforpr.org 
 
 
This booklet was first published in 1997 under the title, “Guidelines and  Standards for Measuring and Evaluating PR Effectiveness.” It was originallywritten by Dr. Walter K. Lindenmann, based on guidance, input and  suggestions from a task force of PR practitioners, counselors, academiciansand research suppliers that included the following individuals: Forrest W. Anderson … Albert J. Barr … Dr. Mary Ann Ferguson … Dr. James E.Grunig … Thomas Martin … Geri Mazur … Willard Nielsen … Charlotte Otto… Katharine D. Paine … David Silver … Kathleen Ward … Mark Weiner …and Dr. Donald K. Wright.The booklet was updated and revised in 2002 and given a new title,“Guidelines for Measuring the Effectiveness of PR Programs and Activities,” to more accurately reflect its contents. The revised version is primarily thework of Dr. Walter K. Lindenmann, with input and suggestions from Fraser  Likely.
 
 
CONTENTS
 Foreword 1Overview 2Some Guiding Principles 4Major PR Measurement and Evaluation Components 5Getting Specific: Standards For Measuring PR 
Outputs
9Getting Specific: Standards For Measuring PR 
Outtakes
13Getting Specific: Standards For Measuring PR 
Outcomes
15Questions That Need To Be Put To Those OrganizationsThat Commission PR Measurement and Evaluation Studies 18Questions That Need To Be Put To Those Research Suppliers,Agencies and Consulting Firms That Actually ConductPR Measurement and Evaluation Studies 20Definitions of Selected Terms Used In PR Measurement and Evaluation 23
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