ABSTRACT
We are all in this together. That is, every operational area in an organization has the responsibility to demonstrate how it has contributed to the welfare of the whole. This demonstration is possible and necessary through the measurement of performance and, thereby, the management of performance through the allocation of resources stipulated in the strategic plan and budget. This chapter addresses generally the larger business perspective that public relations managers must know about—why and how to measure operational performance. The key topics, then, span the range from the whole public relations operation to the individual public relations professionals who make things happen. This chapter focuses on the important topics of performance measurement, employee performance reviews, and human resource management.
