How to use opinion surveys in public relations
Research and evaluation are considered by many to be relatively recent concerns of public relations practitioners. Developments include the (recently updated) Barcelona Principles, ‘workflow‘ tools enabling monitoring and analysis of data generated through digital communications, numerous academic research papers and the insight of research firms. Several chapters in the new Future PRoof book, including my own on sustainable professional development, discuss measurement matters such as return on investment. The lack of standardised industry measures is...