Most of what you need to know about measuring and evaluating public relations is contained in this 50 page paper which is the measurement chapter from Jim Macnamara’s Public Relations Handbook (5th ed.). It outlines international Best Practice approaches and discusses all key methodologies including secondary research, case studies, pre-testing, Web statistics, media content analysis, focus groups, surveys and more. A feature is that it outlines low-cost and even no-cost methods, as well as sophisticated research for showing the value and ROI of PR and corporate communication.