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.
Effective PR Research and Evaluation on a Shoestring
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