Measurement Inches Forward

The Institute for Public Relations has issued a third guidebook geared toward establishing industry-wide measurement standards. The publication,"Guidelines for Measuring Relationships in Public Relations," offers recommendations based on research by Linda Childers Hon [University of Florida] and James E. Grunig [University of Maryland]. The book also features an overview by Ketchum's soon-to-be-retired research guru Walt Lindenmann, and insights from firms such as Burson-Marsteller, Roper Starch Worldwide, and AT&T. Copies are $15 each, including postage and handling. (352/392-0280)