Public Relations Metrics

The core question for every public relations researcher is how public relations works: what it does in, to and for organizations, publics, or in the public arena. The answer to this question varies according to the methodologies the researcher uses. To address this circumstance, and to contribute toward establishing a solid research foundation, Public Relations Metrics goes beyond the "how to" of public relations research methods to think formally about research itself. Chapters in this volume explore the issue of metrics in public relations from a theoretical angle' taking into account epistemology and conceptualization' and consider questions of definitions and measurement tools. Examples of actual research projects demonstrate a variety of metrics in implementation. Responding to the basic truth that increasing knowledge requires study anchored in solid research programs, this volume makes a major step toward promoting relevant, timely, and well-considered research. It is certain to change how public relations research is conducted in the coming years, and as such it is required reading for scholars, researchers, and practitioners working in the public relations arena. About the Editors: Betteke van Ruler , PhD, is Professor of Communication and Organization in the Amsterdam School of Communication Research at the University of Amsterdam in the Netherlands. Her research focuses on the practice of communication management and the relationship between organizations and the press. Ana Tkalac Vercic , PhD, is Assistant Professor of Marketing and Marketing Communications at the Graduate School of Business and Economics, in Zagreb, Croatia. Her major research interests are focused on attitude and attitude change in public relations. She is a former Fulbright scholar and a recipient of various other grants and sholarships. Dejan Vercic , Ph.D., FCIPR is a partner at Pristop agency and Professor of Public Relations and Communication Management at the University of Ljubljana, Slovenia. Among his clients are governments, domestic and international corporations, and associations. He organizes the Lake Bled International Public Relations Research Symposia, held annually.van Ruler, Betteke is the author of 'Public Relations Metrics', published 2008 under ISBN 9780805862720 and ISBN 0805862722.