The Institute for Public Relations recently released three new
additions to the Measurement Tree series. "What You Need to Know to
Measure Investor Relations," written by David Michaelson and John
Gilfeather, is a primer for measuring the basic concepts of IR,
including behavioral measures of progress like stock value, trading
volume, attitude survey results, buy/sell recommendations and other
key indicators.
See Bruce Jeffries-Fox's column on page 7 of this issue for a PR
NEWS exclusive preview of "Advertising Value Equivalencies: Nothing
to Quiver About."
The IPR also has released "Guidelines and Standards for
Measuring the Effectiveness of PR Programs and Activities," by
Walter Lindenmann, which sets minimum standards for measuring and
evaluating the effectiveness of short-term PR programs and outputs.
The booklet is a revised version of the original "Guidelines and
Standards," released in 1997, reflecting greater demands for
accountability being placed on the PR team in today's marketplace.
To access any of the three publications free of charge, see the IPR
Web site, http://www.instituteforpr.com.