Dr. James Grunig
Professor Emeritus
University of Maryland

James Grunig is a noted public relations theorist and the author of countless articles, books, chapters, papers and reports on PR theory. He was the first winner of the Pathfinder Award for excellence in academic research on public relations by the Institute for Public Relations Research and Education. His view on social media ROI? “I don’t believe that the ROI of public relations ever could be measured through media content analysis, so obviously I don’t believe it can be measured through content analysis of social media,” says Grunig. “I believe that the ROI of PR can only be measured by measuring relationships.”