A systematic review of 40 years of public relations evaluation and measurement research: Looking into the past, the present, and future

The evaluation and measurement of public relations have been a lasting topic for academics since the 1970s. Over the course of time, much has been written upon the topic, but no standardized analysis of the large body of academic literature has been conducted. This study employs a systematic approach to explore the current state of knowledge through journal analysis of public relations evaluation and measurement research. A total of 324 journal...