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