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All posts by David Michaelson

[Research Library], Advertising, MC - Media Relations, Measurement Commission

Abstract The presence or absence of a public relations multiplier has long been controversial. This study sought to try and establish if such a multiplier exits through a carefully controlled experiment with “real” participants, and if so, what its magnitude might be in a comparison of an initial branding campaign. Experimental–control group analyses indicated that … Continue reading Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: An Experimental Study of Initial Branding Advantage →

[Research Journal], MC - Standards, Measurement Commission, PRJ - Measurement & Evaluation, Standards

This article draws on a new survey of public relations practitioners to explore (1) the extent to which respondents report adopting standardized measures recommended by professional organizations; (2) predictors of measurement standardization; and (3) links among measurement practices and self-reported influence of public relations within the broader organization. Download PDF: Joining the Movement?: Investigating Standardization of … Continue reading Joining the Movement?: Investigating Standardization of Measurement and Evaluation Within Public Relations →

[Research Library], 2. Resources, IPR Signature Studies, OCRC Signature Studies

Abstract This article suggests a generic model that includes a degree of standardization against which to compare planning and programming is the best way to establish excellence in public relations and corporate communication. The authors suggest this model can be (a) historically, to establish past campaigns; (b) used in the strategic planning process to identify … Continue reading Evaluating Efficacy in Public Relations/Corporate Communication Programming: Towards Establishing Standards of Campaign Performance →

[Research Library], 2. Resources, MC - Standards, Measurement Commission, Standards

Dr. David Michaelson, David Michaelson & Company LLC & Dr. Don Stacks, University of Miami September 17, 2011 September 2011- Dr. David Michaelson and Dr. Don Stacks, Research Fellows at the Institute for Public Relations, co-wrote the paper, “Standardization in Public Relations Measurement and Evaluation”. This article was published in the 2011 Spring edition of … Continue reading Standardization in Public Relations Measurement & Evaluation →

[Research Library], MC - Media Analysis, MC - ROI, Measurement Commission, Media Relations, Standards

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 →

[Research Library], Advertising, Media Relations

2007 – Researchers found public relations placements and advertising to be equally effective in generating consumer interest in a newly launched product. No statistically significant difference between ad and editorial in an experiment focused on key measures of credibility, knowledge, interest and purchase intent. Although the respondents said that they got more information from the news … Continue reading Exploring the Comparative Communications Effectiveness of Advertising and Media Placement →

[Research Library], MC - Media Analysis, Measurement Commission, Media Relations, Standards

2005 – The premise of the authors is that the media content analysis methods commonly in use fail to address the fundamental information needs of public relations professionals. Currently, public relations professionals rely on eight basic methods of content analysis. This paper reviews each of these methods and points out the fundamental flaws in each … Continue reading A New Model for Media Content Analysis →

[Research Library], Investor Relations, MC - Gold Standard, MC - Investor Relations, Measurement Commission

2003 – The goal of this paper is to introduce the basic concepts of investor relations and the measurement of that function. It is intended to be a primer rather than an advanced textbook. Investors and those who influence investors are a multi-dimensional and interconnected constituency. To be effective, investor relations executives need to understand … Continue reading What You Need To Know To Measure Investor Relations →