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Drs. Michaelson and Stacks have produced a unique classic that reflects the combined talents of two of the world’s leading experts on methodological approaches to research, measurement and evaluation in public relations and communication. There used to be a time when most public relations measurement focused mainly upon communication outputs. That’s changing today as people begin to realize that just because the an output message appeared in print, broadcast or on the web doesn’t necessarily mean that anybody read, listened to or watched the message much less took action because of it. Coupled with this move from outputs to outcomes based measurement comes the need for standards in the public relations research, measurement and evaluation industry. This article points out that most of the attempts to develop such standards remain primitive and probably are misunderstood by a significant number of public relations practitioners and academics, as well as the measurement community itself.