So far, the authors are not aware of a PR Evaluation Course but if there was one it could include the following works of reference.

Essential reading

Books

Papers

Journals

Periodicals

Web sites

Blogs and podcasts

PR practitioner resources

Optional reading

Books

Advertising Research Foundation 1990 ARF Guidelines Handbook: The Advertising Foundation Compendium of Guidelines To Good Advertising, Marketing and Media Research Practice, New York: Advertising Research Foundation, 641 Lexington Avenue, New York, NY 10022.

Papers

A.T. Kearney 1999 Making Strategies Pay: A White Paper on Integrated Strategic Measurement A. T. Kearney Article ID 499/251

Journals

Periodicals

Web sites

Blogs and podcasts

PR practitioner resources