This blog post is provided by the IPR Measurement Commission in celebration of Measurement Month in November There have been major advances in measurement and evaluation (M&E) in terms of the technology and tools available, which now include no-cost web analytics tools such as Google Analytics (basic version) and low-cost applications such as Hootsuite for … Continue reading Avoiding “Substitution Error” to Get Past Half-Way M&E
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
Recently, members of the IPR Measurement Commission joined in an online discussion following a question by Elizabeth Rector of Cisco asking her fellow members what percentage of the total communication budget is typically spent on insights, metrics and research throughout the industry. Leaders in the profession are wondering: do we have sufficient data regarding how … Continue reading How Much of the Budget Should be Spent on Research and Insights? An IPR Measurement Commission Roundtable
The results of a recently released study suggest that digitalization is the key technology trend to affect PR/Comms in the mid-term yet very few respondents envision their role to “have a research led strategic insight function” within their organization in the near future. It is fair to assume that discussions about giving a central role … Continue reading Measurement and Evaluation Remain a Challenge for PR: According to PR2025 Delphi Study
This post is written by the 2017 IPR Don Bartholomew Award For Excellence in Research winner, sponsored by Download the full study here. What is the current state of nonprofits’ public relations measurement and evaluation? How can we better measure and evaluate communication as well as better use findings? This paper provides an accessible, yet comprehensive introduction … Continue reading A Guide: How Nonprofits Can Better Use Measurement
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 article is a part of the Commission on Measurement & Evaluation. This article originally appears in The Communication Director. In an age of disinformation and filter bubbles, navigating a fragmented and disrupted media landscape requires, more than ever before, a finely tuned moral compass. So where does that leave the ethical communicator? The birth … Continue reading Do the Right Thing
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
This blog is a part of Measurement Month and originally appears in PR News. It is presented by the IPR Measurement Commission. Despite the many efforts to define standards, despite the Barcelona Principles 1.0 and 2. etc., in practical, day-to-day application, media measurement and evaluation has remained a largely theory-free zone. While that is understandable—communication … Continue reading The Lack of Real Intelligence in Media Intelligence
This blog is a part of Measurement Month and originally appears in PR News. It is presented by the IPR Measurement Commission Virtual reality (VR) and augmented reality (AR) are considered innovations mainly because their applications, although known, haven’t yet made it into the mainstream in a significant way. AR and VR are intended to … Continue reading How to Evaluate Virtual Reality and Augmented Reality