Smarter Strategy Triple-Play I recently presented at the Summit on the Future of Measurement to demonstrate strategic ways marketing and communications professionals can approach the global economic downturn to achieve more with the same budget and/or effort. A key takeaway was that understanding what drives results and the dynamics that underpin change in the landscape, … Continue reading Go Further on Your Tank of Evaluation Gas
This blog is provided by the IPR Measurement Commission. Considering the impact of COVID-19 on communication, now is a good time to revisit some of the research regarding the characteristics, objectives, and practices of 20 leading international chief communications officers (CCOs) in the context of the new COVID-19 “normal.” This IPR study examined CCOs’ use … Continue reading The Road to Success for CCOs in a New COVID-19 Normal
This blog is presented by the IPR Measurement Commission. “Insights from Industry Leaders: A Maturity Model for Strengthening Communication Measurement and Evaluation” examines the characteristics, objectives, and practices of 20 chief communication officers (CCOs) with successful measurement and evaluation programs. The complete study was published November 1, 2018, by the International Journal of Strategic Communication. … Continue reading New Research Maps Road to Success for Top CCOs
The practice of Public Relations is approaching a crossroads in its relationship with the marketing function – a crossroad not dissimilar to the 1990s when the Integrated Marketing Communications (IMC) concept was first introduced. Although many professionals today see the need for change they are conflicted between reputation and marketing functions. Whilst IR, Internal and … Continue reading PR Crossroads: Four Ways to Navigate Measurement in the Future