At last! The decision by the Institute for Public Relations to put its much-thumbed research and evaluation tool onto the Internet is a welcome addition to the PR community. The document, Guidelines and Standards for Measuring and Evaluating PR Effectiveness, has sold 7,000 copies at $15 a pop - a nice little earner for the University of Florida, which co-ordinated the project. This 'push' will extend the booklet's influence still further.
But the decision raises three serious questions: firstly, why ...