This blog is provided by the IPR Measurement Commission. A large percentage of what many PR and communications professionals do these days is “issues management” – a mix of crisis prevention, persuasion and strategic messaging. In theory, much of that work would be based on detailed research and data analysis that would be tracked over … Continue reading Issue Measurement as a First Step to Issue Management
In partnership with Ragan’s PR Daily, “How We Did It” is a series featuring IPR Trustees discussing a success in their public relations career. When I was trying to climb the corporate ladder in Silicon Valley in the ’80s, I was a recovering journalist with an undergraduate degree in Asian Studies. I was always trying to … Continue reading How We Did It: How a PR Pro Changed the Measurement Landscape
INTRODUCTION To paraphrase Ken Kesey, in today’s media environment, the inmates are now in charge of the asylum. Thanks to advances in technology that have made it incredibly easy and virtually free to create content, both consumers and the media and everyone in between are creating content at unprecedented rates that is turning both the … Continue reading How to Measure Social Media Relations: The More Things Change, the More They Remain the Same
It’s a big wide world out there, and sometimes things get confusing when you cross borders. The following quick tips on international communications measurement can’t take the place of actual international measurement experience, but they will get you off to a good start. Bon chance! Never offer an X solution for a Y problem. Fill … Continue reading Quick Tips for Measuring Globally, or, What to Do When a Popular K-Pop Band Has the Same Name as Your Product
Here are three quick tips on how to easily expand your PR measurement program outside of your home country. Getting started with international communications measurement can be a daunting task—it is certainly going to increase your costs, and barriers are not insignificant. But it is very doable if you take it in baby steps: Step … Continue reading How to Get Started With International Communications Measurement: 3 Baby Steps
Just getting starting in evaluating risk communication? Here are five basic but vital tips: 1. Measure before and after. The key to being able to attribute change in attitude or behavior is knowing levels of awareness, understanding, and behavioral intent before you start your campaign. You need a benchmark against which to compare the same … Continue reading 5 Quick Beginner’s Tips to Improve Risk Communication Measurement
Get over your fear of data. Instead, master it, dominate it, and bend it to your will. Tame your data and it can be your ticket to stardom. Tip #1: Focus on the story. You’re probably the creative type and hate numbers, so forget the data itself and focus instead on the story that needs … Continue reading Make Data Work For You: 4 Quick Tips
If you’re trying to get started in measurement, you need these 12 checklists. Sorry, no partridges or pear trees, but we can promise more efficiency, bigger budgets, and maybe a raise if you use all of them. Getting started in communications measurement and evaluation can be slow and frustrating. It helps to have a handy … Continue reading A Special Gift for Measurement Beginners: The 12 Checklists of Christmas
Events and experiential marketing often mean big budgets devoted to unfamiliar territory. Which are two very good reasons to have solid measurement in place. Here are four quick tips to help you do just that: 1. Put measurement in your budget up front. I can’t tell you how many events and campaigns I’ve had to … Continue reading 4 Quick Tips for Measuring Events and Experiential Marketing
Just getting started in measuring your internal communications? Here are four quick and easy tips that will save you time and aggravation. Plan ahead Change takes time. Research does too. So if you want to measure change in morale, shifts in perceptions, or even understanding of strategy, it will take at least a quarter if … Continue reading 4 Quick Tips to Get Started Measuring Internal, Organizational, and Employee Communications
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 a part of the IPR Measurement Commission. Download Full Paper (PDF): Ten Lessons Learned from Standards that Failed the Test The Why and How of Social Media Measurement Standards: The road from measurement mayhem to standards can be a rocky one, as we learned when we set out to bring some order … Continue reading Ten Lessons Learned from Standards that Failed the Test