Product Review

Contemporary public relations practice has developed
over the last several decades from the weak third sister
in marketing, advertising, and public relations mix to a
full player. To help you keep up to speed with the exciting
changes and developments of publications, this book has
been updated to provide you with the necessary understanding
of the problems and promises of public relations
research, measurement, and evaluation.
As a public relations professional, this book will guide
you through the effective use of methods, measures, and
evaluation in providing grounded evidence of the success
(or failure) of public relations campaigns. This second edition
takes a best practices approach—one that focuses on
choosing the appropriate method and rigorously applying
that method to collect the data that best answers the
objectives of the research. It also presents an approach to
public relations that emphasizes the profession’s impact
on the client’s return on investment in the public relations
function.