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THE INSTITUTE FOR PUBLIC RELATIONS
COMMISSION ON PR MEASURMENT AND EVALUATION
University of Florida * PO Box 118400 * Gainesville, FL 32611-8400
(352) 392-0280 * (352) 846-1122 (fax)
www.instituteforpr.com
D
ICTIONARY OF
P
UBLIC
R
ELATIONS
M
EASUREMENT AND
R
ESEARCH
© 2002, THE INSTITUTE FOR PUBLIC RELATIONS
This booklet was prepared and edited by
Dr. Don W. Stacks, University of Miami
C
OMMISSION ON
P
UBLIC
R
ELATIONS
M
EASUREMENT
& E
VALUATION
D
ICTIONARY
E
DITORIAL
B
OARD
Forrest W. Anderson
Forrest Anderson & Associates, Inc.
Walter G. Barlow
Research Strategies Corporation
Dennis H. Bender
Habitat for Humanity International
Kathryn Collins
General Motors
Donna Q. Coletti
Texas Instruments
John W. Felton
Institute for Public Relations
John Gilfeather
Roper ASW
Dr. James E. Grunig
University of Maryland
Linda Hadley
Porter/Novelli
Michelle Hinson
Institute for Public Relations
Bruce C. Jeffries-Fox
Jeffries-Fox Associates
Fraser Likely
Likely Communication Strategies Ltd.
Dr. Walter K. Lindenmann
PR Research & Measurement Specialist
David Michaelson
Consultant
Thomas Nicholson
Sears, Roebuck & Co.
Sunshine Janda Overkamp
Council on Foundations
Katharine D. Paine
K.D. Paine & Partners
Lisa Richter
Fleishman-Hillard Inc.
Mark Weiner
Delahaye Medialink
Dr. Donald K. Wright
University of South Alabama
F
OREWORD
“Words… are innocent, neutral, precise, standing for this, describing that, meaning the
other…so if you look after them you can build bridges across
incomprehension and chaos.
“I don’t think writers are sacred, but words are. The deserve respect. If you get the right
ones in the right order they can nudge the world a little….”
From the play, THE REAL THING by Tom Stoppard
Why a dictionary for public relations measurement and research?
Because we don’t all measure the same things, measure the same ways, or use the same
tools or terminology. To get all of us on the same page we need to know precisely what
we mean when we use or say certain words in measuring our activities and our research.
Some may complain that the words we have chosen to define are too simplistic.
Remember Webster once defended his word choice by explaining that it’s the little words
we think we know the meaning of - but don’t - which cause most of the problems in
understanding and communications.
We thank Dr. Don Stacks and others who have given so generously of their time to
assemble this special choice of words and politely debate each definition. We have listed
their names for you and they will tell you they gratefully acknowledge that this is a work
in progress. Public relations continuously evolves so there are no “final words.”
Jack Felton
President & CEO
Institute for Public Relations
Gainesville, Florida
September 2002
D
ICTIONARY OF
P
UBLIC
R
ELATIONS
M
EASUREMENT AND
R
ESEARCH
A
Alpha Level (α)
– the amount of error
α
or chance allowed in sampling or
inferential testing
Analysis of Variance (ANOVA)
– an
inferential
significance
statistical
for
test
of
Attitude Research
– the measuring and
interpreting a full range of views,
sentiments, feelings, opinions, and
beliefs that segments of the public
may hold toward a client or product
Attitude Scale
– a measure that targets
respondent
toward
attitudes
object;
or
beliefs
typically
continuous
measurement dependent variables
against a number of groups as
independent variables
Articles
– an output, typically printed
but also found on the Internet
Attitude
– a predisposition to act or
behave
toward
some
object;
a
some
interval-level data and requires that
an arbitrary or absolute midpoint
(“neutral” or “neither agree nor
disagree”)
be
provided
to
the
respondent; also known as Likert or
Semantic Differential measures
Audience
– a specified group from
within a defined public targeted for
influence
motivating factor in public relations;
composed
affective
of
three
dimensions:
evaluation),
(emotional
cognitive (knowledge evaluation),
and
connotative
(behavioral
evaluation)
Baseline
2
Categorical Data
________________________________________________________________________
Baseline
– an initial measurement
against
which
all
subsequent
BRAD
– (1) British Rate and Data
measure (2) provides circulation and
advertising costs data
C
Campaign (Program)
– the planning,
relations
outcome
campaign
in
terms
or
of
program
execution, and evaluation of a public
specific
relations plan of action aimed at
behaviors; (2) a measure that is
solving a problem
actionable in that it is the behavior
Case Study Methodology
– an informal
requested of a target audience
research methodology that gathers
Belief
– a long-held evaluation of some
data on a specific individual or
object, usually determined on a basis
company
its occurrence; clusters of beliefs
analysis focused on understanding
yield attitudes
its
Benchmarking (Benchmark Study)
–
generalizable to other cases or
(1) a measurement technique that
populations
involves having an organization
Categorical Data
– measurement data
learn something about its own
that are defined by their association
practices, the practices of selected
with groups and are expressed in
others, and then compares these
terms of frequencies, percentages,
practices
and proportions (see: nominal and
Bivariate
Analysis
of
–
the
a
statistical
ordinal data)
examination
relationship
unique
qualities;
is
not
or
product
with
the
measures are compared
Behavioral Objective
– (1) an objective
that specifies the expected public
between two variables

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