Winner of the 2011 National Communication Association PRIDE Best Textbook Award, given by the PR Division.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. Part of that development can be traced to a change in the way that public relations is researched, measured, and evaluated. Both Drs. Stacks and Michaelson are members of that Commission and have been in the forefront of taking public relations research, measurement, and evaluation to the next level. This book will provide the business reader with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation and the public relations practitioner as guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns.