Guidelines Measuring Relationships

Guidelines for Measuring Relationships in Public Relations By Dr. Linda Childers Hon and Dr. James E. Grunig Copyright 1999, Institute for Public Relations This is a Gold Standard paper of the Commission on Public Relations Measurement & Evaluation Guidelines for Measuring Relationships in Public Relations by Dr. Linda Childers Hon University of Florida and Dr. James E. Grunig University of Maryland Published by the Institute for Public Relations November 1999 ii This Booklet Was Prepared and Written By Dr. Linda Childers Hon, University of Florida and Dr. James E. Grunig, University of Maryland Others Who Contributed To This Document Included: Forrest W. Anderson Patrick Jackson Burson-Marsteller Jackson, Jackson & Wagner Dr. Glen M. Broom Bruce C. Jeffries-Fox San Diego State University AT&T Jack Felton Dr. Walter K. Lindenmann Institute for Public Relations Ketchum Public Relations John Gilfeather Sunshine Janda Overkamp Roper Starch Worldwide Council on Foundations iii CONTENTS Page FOREWORD 1 OVERVIEW 2 DETAILED DISCUSSION 6 The Value of Public Relations Is In Relationships 7 Stage 1: With Whom Does An Organization Need Relationships ?

Tools and techniques for measuring and evaluating the relatively short-term outputs and outcomes of specific public relations programs, events and campaigns have existed for quite a number of years. But up until now, measuring the success or failure of long-term relationships stemming, in part from public relations efforts, have not existed.

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