More than 150 public relations practitioners responded to a survey designed to identify and clarify factors associated with evaluative research in public relations. Responses indicated that (1) no more than half the practitioners formally evaluate their public relations activities on a regular basis; (2) the majority of evaluation is done informally; (3) half the practitioners are not being told specifically by top management to evaluate their public relations activities; (4) practitioners working for single organizations and those working for public relations/advertising and consulting agencies practice their craft differently, evaluate different types of activities, and have different views about the effect of their evaluations on organizational policies; and (5) the majority of practitioners spend less than 5% of their budget on evaluating public relations activities. More research is needed to investigate such areas as management's role in public relations evaluation, factors that account for differences in the practice and evaluation of public relations activities, and the concept of organizational effectiveness. It should not be assumed that formal evaluation procedures are always necessary; under certain conditions, informal procedures may be as effective or more effective. (GT)