My coauthor and I were asked to collaborate on this book by our editor, Don Stacks. Don is one of the top researchers in public relations, especially in measurement and evaluation. He’s also been my mentor since I first entered academe in the fall of 2001, so it was a tremendous honor to be asked by him to write a book.
This is my first book, though I had contributed several chapters to other texts. Stacey Smith, my coauthor, had the edge on me as she’s coauthored one of the top case study textbooks and edited and wrote for the well-thought-of industry publication pr reporter for more than 20 years. Still, the challenge was a little daunting for us both.
When Stacey and I first sat down to organize this book, we had in mind practicing ...
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