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This Guide is presented by the IPR Measurement Commission
The Communicator’s Guide to Research, Analysis, and Evaluation was created to help public relations leaders understand how they can apply data, research, and analytics to uncover insights that inform strategic decision making, improve communication performance, and deliver meaningful business contributions.
A five-step cyclical process based on the core components of communication research, analysis, and evaluation serves as the cornerstone of this report.
This Guide also underscores why research, analysis, and evaluation are critical in communication. Additionally, the Guide features examples and applications, a research and evaluation cadence reporting table, an outline of commtech tools for enterprises, and the top 10 “must-reads” on evaluation.
Mark Weiner (Primary Author), Cognito Insights
Marcia DiStaso, Ph.D., APR, University of Florida
Pauline Draper-Watts, 20/20 Insights & Consulting
Christof Ehrhart, University of Leipzig
Alexis Fitzsimmons, University of Florida
John Gilfeather, John Gilfeather & Associates
Mohammad Hamid, Radian Partners
Rob Jekielek, The Harris Poll
Fraser Likely, University of Ottawa & Fraser Likely PR/Comm Performance Management
Jim Macnamara, Ph.D., University of Technology Sydney
Tina McCorkindale, Ph.D., APR, Institute for Public Relations
Chelsea Mirkin, Cision Insights
Chris Monteiro, CM Consulting LLC
Don Stacks, Ph.D., University of Miami
Communications & Marketing Manager
Institute for Public Relations
ABOUT THE INSTITUTE FOR PUBLIC RELATIONS
Founded in 1956, the Institute for Public Relations is an independent, nonprofit foundation dedicated to the science beneath the art of public relations.™ IPR creates, curates, and promotes research and initiatives that empower professionals with actionable insights and intelligence they can put to immediate use. IPR predicts and analyzes global factors transforming the profession, and amplifies and engages the profession globally through thought leadership and programming. All research is available free at www.instituteforpr.org and provides the basis for IPR’s professional conferences and events.
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