Seven years ago we had just completed the first edition of A Practitioner’s Guide to Public Relations Research, Measurement, and Evaluation. In the introduction to that edition, we noted that while the technology surrounding the profession of public relations has changed dramatically over the past several decades, the core principles of the research as well as the value of effective measurement remained the same. As we noted in both the first and second editions of this book, we continue to hold to that perspective. Nonetheless, public relations research remains a dynamic field and the advances in the field over the past several years, particularly in the developments of standardized measures of public relations, the rise of social media and the use of online surveys led us to update our thinking about the needs of the profession. These advances include, how to measure program effectiveness, and an understanding of the dynamics for assessing the overall efficacy of public relations and corporate communication, as well as evaluating the overall research process.
This edition expands on the second edition by looking at where measurement is to be applied in the communication process and how social media analytics has helped up better understand the role and importance of advocacy in public relations.
On a personal note, we want to again recognize our enduring friendship that has continued to develop and grow during this work. Our work together has been the highlight of both of our careers and we look forward to even more collaboration over the next decade.
David Michaelson
New York, NY
Don W. Stacks
University of Miami, Miami, FL