This blog is provided by the IPR Measurement Commission in celebration of its 25th Anniversary and Measurement Month. In 1997, The Institute for Public Relations (IPR) Measurement Commission was formed by a small group of determined disciples of communications research. The group, shepherded by Jack Felton, the CEO of IPR at that time, assembled within … Continue reading It was 25 Years Ago Today…
Download Full Guide (PDF): The Communicator’s Guide to Research, Analysis, and Evaluation Russian Translation of this Guide (Full PDF): The Communicator’s Guide to Research, Analysis, and Evaluation (Russian) Kazakh Translation of this Guide (Full PDF): The Communicator’s Guide to Research, Analysis, and Evaluation (Kazakh) This Guide is presented by the IPR Measurement Commission The Communicator’s Guide to … Continue reading The Communicator’s Guide to Research, Analysis, and Evaluation
Note: A version of this content appeared in the August 4, 2020 edition of PRNEWS. For subscription information, please visit: www.prnewsonline.com/about/info. Most PR practitioners combine “generating a return on PR investment” with “proving PR value” when the two hold very different meanings: “ROI” refers to a quantifiable financial return while “value” is a subjective measure … Continue reading The Most Accessible Path to PR-ROI
Note: A version of this content appeared in the July 1, 2020 edition of PRNEWS. For subscription information, please visit: www.prnewsonline.com/about/info. Research conducted by Kyle Heatherly. In August 2019, Business Roundtable announced the release of a new Statement on the Purpose of a Corporation. In it, 181 CEOs of many of America’s largest companies committed to lead … Continue reading Communication Research in Action: Walking the Talk
This essay first appeared in PRNEWS. As communicators gear up in 2020, we reflect on the past, look forward to the future and consider the many opportunities and challenges ahead. Thoughts turn to new beginnings, fresh starts and replenished budgets. To succeed, we must discard old notions, reject tired chestnuts and dispel the myths that stifle our … Continue reading Dispelling The Myths That Are Killing PR
In partnership with PR Daily, “How We Did It” is a series featuring IPR Trustees discussing a success in their public relations career. Early in my career as a research-based communications consultant, few people talked about public relations research and evaluation. I assumed that everyone talked about research; they simply didn’t want to talk with me about … Continue reading How We Did It: The “Aha” Moment That Fostered the Executive Audit
Introduction: Proving – and Improving – PR Value The easiest and most direct way to examine the connection between public relations and sales occurs in isolated situations where public relations is the sole form of marketing communication. Simply stated, when no competing marketing communication activity exists except public relations, one may reasonably infer that … Continue reading Isolating the Effects of Media-Base Public Relations on Sales: Optimization Through Marketing Mix Modeling
This essay is presented by the IPR Commission on Measurement and Evaluation. Introduction Every organization has an objective. Whether it is profitability, growth or sustainability, every employee and representative must give their best effort to make a positive business impact. To achieve this, enterprises must overcome the hurdle of integrating disparate aspects of the business … Continue reading Earned Media Uprising: Quantifying PR’s Contribution to Business
Every PR department has a “tool” and every communications executive has data…usually too much data. With the advent of accessible technology for real-time content streaming and do-it-yourself analytics, more and more professional communicators have evolved beyond the “why measure?” to “what’s the best way to measure?” and “how do I uncover meaningful and actionable insights … Continue reading Advice for the Datacentric Communicator
People now have unprecedented levels of access to information that is readily obtainable anytime anywhere. This profusion of information – some of which is true and some not so true — presents an increased need to process, understand and act upon the opinion-shaping material which influences stakeholders, the marketplace and society in general. With the … Continue reading Public Relations: The Corporate Sword and Shield
June 2012 – Organizations engage in traditional media relations for many reasons and their objectives for analyzing the media coverage may be similarly varied. Media coverage can serve as a proxy for public perception and is relatively inexpensive and accessible. Public relations professionals apply media analysis to help demonstrate the value of PR, provide insights … Continue reading Proposed Interim Standards for Metrics in Traditional Media Analysis
2010 – This paper expands on and updates the thinking of the Institute’s original Setting Measurable Objectives paper which was drafted in 1999 by Forrest W. Anderson, Independent Consultant, and Linda Hadley of Porter Novelli, along with contributions from members of the Institute for Public Relations Commission on Public Relations Measurement and Evaluation. In every … Continue reading Guidelines for Setting Measurable Public Relations Objectives: An Update