A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation

Public relations has evolved from a supporting role into a strategic driver of organizational success. Today's PR professionals are expected not just to communicate--but to prove impact.

This fully updated third edition equips you with the tools to do exactly that.

Blending theory with real-world application, this book delivers a practical, best-practices approach to public relations research, measurement, and evaluation. You'll learn how to select the right methods, apply them rigorously, and generate meaningful data that clearly demonstrates the effectiveness of your campaigns.

Designed for working professionals and advanced students alike, this edition places a strong emphasis on accountability and outcomes--including how PR contributes to organizational goals, supports return on investment (ROI), and leverages standardized metrics in an increasingly digital and social media-driven landscape.

Whether you're refining your measurement strategy or building one from the ground up, this book provides a clear, evidence-based framework for making smarter decisions--and proving the value of your work.

David Michaelson has over 36 years' experience conducting research for numerous Fortune 500 companies, universities, and philanthropic organizations. He received his PhD in anthropology from the New School for Social Research.

Don W. Stacks is professor of public relations in the Department of Strategic Communication in the University of Miami's School of Communication. He received his doctorate from the University of Florida.