Public relations has evolved from a supporting role into a strategic driver of organizational success. Today’s PR professionals are expected not just to communicate—but to prove impact.

This fully updated third edition equips you with the tools to do exactly that.

Blending theory with real-world application, this book delivers a practical, best-practices approach to public relations research, measurement, and evaluation. You’ll learn how to select the right methods, apply them rigorously, and generate meaningful data that clearly demonstrates the effectiveness of your campaigns.

Designed for working professionals and advanced students alike, this edition places a strong emphasis on accountability and outcomes—including how PR contributes to organizational goals, supports return on investment (ROI), and leverages standardized metrics in an increasingly digital and social media–driven landscape.

Whether you’re refining your measurement strategy or building one from the ground up, this book provides a clear, evidence-based framework for making smarter decisions—and proving the value of your work.

Don W. Stacks