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pr measurement

pr measurement

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Published by Alin Zainescu
pr measurement
pr measurement

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Published by: Alin Zainescu on May 23, 2010
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04/23/2013

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THE INSTITUTE FOR PUBLIC RELATIONSCOMMISSION ON PR MEASUREMENT AND EVALUATIONUniversity of Florida * PO Box 118400 * Gainesville, FL 32611-8400(352) 392-0280 * (352) 846-1122 (fax)www.instituteforpr.com
 
G
UIDELINES
 F
OR
 M 
 EASURING
 
 HE
 E
 FFECTIVENESS
O
 F
  PR
 
 P
 ROGRAMS
 A
 ND
 A
CTIVITIES
 
© 1997, 2003, THE INSTITUTE FOR PUBLIC RELATIONS
 
 
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, academicians and 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 … CharlotteOtto … 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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