Effective PR Research and Evaluation on a Shoestring

Without question, we all know that research and evaluation are key elements to any successful public relations program. For nonprofit and association public relations programs, however, the thought of executing a full-scale research and evaluation effort seems cost prohibitive. I know because I've been there. We often think that a budget of thousands of dollars is necessary to conduct research and evaluation activities that will give our work needed credibility. But with a little ingenuity, one can build quite a substantial box of tools that will give any nonprofit organization or association the foundation to build a strategic and focused PR program.

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