The Communicator's Guide to Research, Analysis, and Evaluation
Key Guidance
Institute for Public Relations (2021), 36 pp.
"This guide was created to help public relations leaders understand how they can apply data, research, and analytics to uncover insights that inform strategic decision making, improve communication performance, and deliver meaningful business contributions." (Page 6)
Why Research, Analysis, and Evaluation Are Important, 7
Research, Analysis, and Evaluation in the Public Relations Process, 8
Five Core Components of Research, Analysis, and Evaluation, 10
1 The Landscape Analysis, 11
2 Setting Objectives, 13
3 Developing Strategy, 18
4 Tactical Creation and Activation, 22
5 Evaluation and Critical Improvement, 25
CommTech Tools for Enterprise Research, Analysis, and Evaluation, 32
Conclusion, 33
Top 10 “Must Reads” on Evaluation of PR and Communication / Jim Macnamara, 34
Research, Analysis, and Evaluation in the Public Relations Process, 8
Five Core Components of Research, Analysis, and Evaluation, 10
1 The Landscape Analysis, 11
2 Setting Objectives, 13
3 Developing Strategy, 18
4 Tactical Creation and Activation, 22
5 Evaluation and Critical Improvement, 25
CommTech Tools for Enterprise Research, Analysis, and Evaluation, 32
Conclusion, 33
Top 10 “Must Reads” on Evaluation of PR and Communication / Jim Macnamara, 34
