Editor's Note: In September of 2017, communicators around the world recognized Measurement Month, the annual celebration of research in public relations organized by The International Association for Measurement and Evaluation of Communication. To contribute to this effort, a group of international public relations research opinion leaders contributed advice for those communicators traveling on their path to communications research enlightenment.  Demonstrating the Value of Communication (eBook) is available for free download here, was conceived by Denmark’s Jesper Andersen with contributions from ten authors including Australia’s Jim Macnamara, the UK’s Elayne Phillips and Sweden’s Ann-Sofie Krol.  Today, we share the advice of America’s Mark Weiner, CEO of PRIME Research, who offers research advice based on four elements in the PR continuum: objectives-setting, strategy development, tactics creation and evaluation for continuous improvement.Download the complete version of this invaluable collection of research insights and guidance for the professional communicator.