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
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
This statement of ethical standards and guidelines for public relations research was developed by a team of the Institute for Public Relations Measurement Commission headed by Shannon Bowen, Ph.D, John Gilfeather and Brad Rawlins, Ph.D. This statement was approved by the IPR Measurement Commission on March 7, 2012. This is a discussion document that will … Continue reading Ethical Standards and Guidelines for Public Relations Research and Measurement
2007 – A number of tools and methodologies have been developed in recent years to measure the impact of public relations programs through media coverage, key audience perceptions and increasingly, return on investment. However, measurement for some specific elements of the PR mix such as speaking opportunities remain more elusive. Yet in this era of … Continue reading Measuring the Effectiveness of Speakers Programs
By reviewing the literature in stakeholder theory, stakeholder management, and public relations, this paper arrives at a model that prioritizes stakeholders through a four-step process: 1) Identifying all potential stakeholders according to their relationship to the organization 2) Prioritizing stakeholders by attributes 3) Prioritizing stakeholders by relationship to the situation 4) Prioritizing the publics according … Continue reading Prioritizing Stakeholders for Public Relations
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
2005 – As organizations strive to develop multi-faceted relationships with their customers and other publics, events have emerged as an excellent channel. This paper will present an overview of the field and several methods for evaluating events. These research tools are appropriate for both large and small organizations, and for large and small evaluation budgets. … Continue reading A Guide for Measuring Event Sponsorships
1997, 2003 – This guidebook sets minimum standards when it comes to measuring and evaluating the effectiveness of specific short-term PR programs, strategies, activities and tactics against pre-determined outputs, outtakes and outcomes. This is a Gold Standard paper that has been selected by the Commission on Public Relations Measurement & Evaluation for its expert contribution … Continue reading Guidelines and Standards for Measuring the Effectiveness of PR Programs and Activities