Abstract
The demands brought on public relations (PR) by management can only be met by more evidence-based procedures. Of course, single and subjective experiences are also a form of “evidence” but they are of a different kind and of a different quality because they often are not measurable, not quantifiable, and not repeatable. Thus, they are nontheoretical in a sense as described above. This article takes a look at what communication research can offer to PR practice. Three main services are discussed: (1) modeling the field and its variables, (2) providing methods for the measurement of PR effectiveness, and (3) measuring PR effectiveness and its quality.
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