PR Metrics: How to Measure Public Relations and Corporate Communication

Author: Dr Jim Macnamara BA, MA, PhD, FPRIA, FAMI, CPM, FAMEC
Published: 2002; 2005
Abstract: Today, in both the public and private sectors, accountability and, therefore, measurability are key principles of management. Increasingly, measurement and evaluation need to be more than anecdotal and informal. Objective rigorous methods are required that deliver credible proof of results and Return on Investment (ROI) to management, shareholders and other key stakeholders.