Updated Dictionary of PR Measurement and Research
The Institute for Public Relations has published a revised edition of the Dictionary of Public Relations Measurement and Research in order to include the growth and change within the profession and to move this agenda forward. The expanded Dictionary should also ensure more sophisticated and standardized definitions for many central concepts of research and measurement.
Addition of social media terms
Standardized principles and metrics for measuring social media communication activities are currently discussed by international industry associations and organizations. At this point, the updated and expanded edition of the Dictionary – published by Dr. Don Stacks, Professor of Public Relations at the University of Miami, and Dr. Shannon Bowen, Associate Professor in the school of Journalism and Mass Communication at the University of South Carolina – comes in. The Dictionary picks up the current discussion on Social Media Measurement and adds social media terms such as Cloud, Retweet Velocity and Social Return on Investment (SROI).
From A to Z: New definitions and categories
From A for Attitude to Z for Z-Score, the Dictionary covers an expanded number of new terms of different public relations areas, and helps to systematize them. Terms have been redefined and in many instances are more sophisticated. Moreover, terms and methodological now include whether they are outputs, outtakes, outcomes, ethics or engagement within the individual definitions. According to the Institute for Public Relations, the definitions of the updated Dictionary have been already used by the International Association for Measurement and Evaluation of Communication AMEC and the Conclave, the Social Media Group of the Coalition for Public Relations Research Standards.
About the Dictionary of Public Relations Measurement and Research
The first edition of the dictionary was published in 2002 and has became one of the most popular papers published by the Institute for Public Relations. In addition to the editors Dr. Don Stacks and Dr. Shannon Bowen, international academic and professional PR researchers were also part of the Dictionary Editorial Board: Pauline Draper-Watts, Dr. David Geddes, Fraser Likely, Dr. Jim Macnamara, Dr. David Michaelson und Dr. Don Wright.
You can download the Third Edition at the website of the Institute for Public Relations.
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