Abstract
Measurement of the effectiveness of a public relations program often is difficult in most formal organizations. Job performance is rated, pet programs are examined, and conflicting opinions are put to test. In addition, it is especially difficult for an academic researcher to suggest and implement an innovative research strategy in a setting where it is not understood and appreciated. For this reason, Richard S. Franzen, the practitioner who worked with James Grunig in the study described in the previous article, presents the professional's viewpoint of this new strategy, and describes the difficulties involved in actually getting the research done.
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