This blog post is presented by the IPR Commission on Measurement and Evaluation. “Cause and effect” in marketing and communications is not always what its practitioners believe. Nike and United Airlines are excellent examples of how different external factors change the impact and business value that social controversy and corporate strategy ultimately deliver…or don’t. After … Continue reading Nike and United Airlines: A Tale of Cause and Effect in Two Companies
This paper is presented by the IPR Measurement Commission. Download Paper (PDF): How Does Non-Paid Media Impact the Effectiveness of Paid Ads? View Blog Post Summary: How Does Non-Paid Media Impact the Effectiveness of Paid Ads? ABSTRACT A wealth of studies has demonstrated how PR and advertising impact one another. This study compares Net Positive … Continue reading How Does Non-Paid Media Impact the Effectiveness of Paid Ads? An Exploration with AT&T and Hotels.com
Five Key Takeaways From an Exploration with AT&T and Hotels.com This blog post is a summary of a paper written by Angela Jeffrey, APR, Vice President Brand Management for ABX; Gary Getto, President of ABX; and Sandra Duhé, Ph.D., MBA, APR, Fellow PRSA, Associate Professor and Chair, Corporate Communication and Public Affairs Southern Methodist University. … Continue reading How Does Non-Paid Media Impact the Effectiveness of Paid Ads?
Social media measurement can be fairly simple or highly complex depending on one’s organizational goals and objectives. But with hundreds of tools, thousands of metrics and all too many self-identified measurement gurus, public relations professionals are struggling through a maze of options, unsure of which really matter. This paper combines a review of some key … Continue reading Social Media Measurement: A Step-By-Step Approach
More and more organizations need to measure their media coverage globally, but how can they do this cost effectively? This paper takes a very granular approach to helping the reader define business goals and objectives; determine suitable measures; analyze media content needs; evaluate dashboard systems; determine language and analysis processes; develop measurement scorecards; select provider … Continue reading International Media Analysis Made Simple
2010 – Over the past two decades, Advertising Value Equivalency (AVE) has been correctly denounced as a measurement technique. The many shortcomings of this old methodology will be described at length within this paper. However, recent studies yield evidence that using the cost of media space and time provides a very useful evaluation of the … Continue reading A New Paradigm for Media Analysis: Weighted Media Cost
2008 – This paper will primarily focus on tying public relations programs to business results. It examines how a variety of organizations have used PR measurement systems to demonstrate the business outcomes of their efforts. Its purpose is to encourage the use of data-driven decision-making within the PR profession. It considers the setting of measurable … Continue reading Using Public Relations Research to Drive Business Results
April 2007 – Building upon a foundation established in “Exploring the Link between Volume of Media Coverage and Business Outcomes,” this paper looks at the effect of competitive share of media coverage volume on business results. Through four case studies on a non-profit hospital, a pharmaceutical brand, a B2B service and a package goods manufacturer, … Continue reading Exploring the Link between Share of Media Coverage and Business Outcomes
2006 – This paper suggests a strong relationship between coverage volume and business outcomes, with three case studies looking at volume alone, tonality-refined volume, and message-refined volume. Exploring the Link Between Volume of Media Coverage and Business Outcomes Angela Jeffrey, David Michaelson, and Don W. Stacks 2006