London,
03
March
2021
|
12:16
Europe/London

CIPR publishes new guide to PR research, measurement and evaluation; an "all-encompassing source of insight and information"

The Chartered Institute of Public Relations (CIPR) has today published its most up-to-date review on measurement and evaluation in public relations.

The ‘Research, Measurement and Evaluation in Public Relations and Communication Management’ Professional Practice Review – edited by Dr Heather Yaxley FCIPR PhD, and Andrew Smith Chart.PR Hon.FCIPR and Dr Jon White Chart.PR Hon.FCIPR as key contributors – examines current approaches and developments, highlighting the significant progress made in this area of practice over the last twenty years.

The 48-page guide provides members with:

  • Insight into the strategic relevance and professional context of research, measurement and evaluation
  • An understanding of relevant methods, models and frameworks
  • Guidance into metrics, benchmarking and performance improvement
  • Familiarity with technological developments
  • Reflection on ethical practice and decision-making approaches
  • Critical awareness of strategic professional practice
Andrew Smith Chart.PR Hon.FCIPR
The CIPR Professional Practice Review into Research, Measurement and Evaluation in Public Relations and Communication Management is a huge resource for all PR practitioners at whatever stage or level of their career. It is broad in scope, covering both the rigorous academic research underpinning best in class PR measurement and evaluation, as well as providing practical insight into how to make more well-informed decisions around metrics and methodologies. It also includes an in-depth look at measurement models and frameworks, benchmarking and performance improvements, the latest technological developments and ethical practice. PR professionals seeking a single, all-encompassing source of insight and information relating to PR research, measurement and evaluation should look no further.
Andrew Smith Chart.PR Hon.FCIPR
Dr Jon White Chart.PR, Hon.FCIPR
The Chartered Institute of Public Relations’ Professional Practice Review on  Research, Measurement and Evaluation in Public Relations and Communication Management sets out the Institute’s current thinking on these topics. They are much debated. The Review clarifies the issues they raise and provides a guide through their complexities. It argues that public relations is more than communication and must be evaluated against criteria that go beyond communication effects into behavioural change.”
Dr Jon White Chart.PR, Hon.FCIPR

CIPR members can download the guide here.

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Notes to editors

About the Chartered Institute of Public Relations

Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the world's only Royal Chartered professional body for public relations practitioners with nearly 10,000 members.

The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).