Includes bibliographical references and index.

Public relations metrics : measurement and evaluation, an overview / Betteke van Ruler, Ana Tkalac Verčič, and Dejan Verčič -- Public relations methodology : should we bother (if it exists)? / Manfred Rühl -- The nature of scholarly endeavors in public relations / Alenka Jelen -- Empirical research in contemporary social sciences relevant to public relations : towards a network approach / Jan Kleinnijenhuis -- Conceptualizing quantitative research in public relations / James E. Grunig -- Using qualitative research to become the "thinking heart" of organizations / Larissa A. Grunig -- The corporate communications scorecard : a framework for managing and evaluating communication strategies / Ansgar Zerfass -- Public relations is what public relations does : conclusions from a long-term project on professional public relations modeling and evaluation / Barbara Baerns -- The evaluation of government campaigns in the Netherlands / Wim van der Noort -- The role of research in shaping and measuring communication : London's bid to hold the 2012 Games / Claire Spencer and Julia Jahansoozi -- Organization-stakeholder relationships, crisis responsibilities, and crisis-response strategies / Iris Wong and Chung-ju Flora Hung -- The case study as an evaluation tool for public relations / Mafalda Eiró-Gomes and João Duarte -- Public relations research and evaluation in Africa / Ronél Rensburg -- Adapting communication satisfaction and relationship scales to a third-world country / Tanya Le Roux -- Applying stakeholder thinking to public relations : an integrated approach to identifying relationships that matter / Nigel de Bussy -- Introducing the Institute for Public Relations : dedicated to the science beneath the art / Frank E. Ovaitt, Jr. -- Introducing the Chartered Institute of Public Relations Initiative : moving on from talking about evaluation to incorporating it into better management of the practice / Anne Gregory and Jon White.