Sharing his journey in understanding the value and role of research as an underutilized source of learning, IPR Treasurer Gary Sheffer, vice president, communications and public affairs for General Electric, gave the opening keynote presentation at the PRSA and PRIME Research Strategic Corporate Communications and Research Conference in New York City on May 15-16.
“We must relentlessly drive for meaningful metrics,” Sheffer said. “We need to come together to identify and agree on what determines meaningful metrics, and create a standard measurement system across all programs & campaigns to deliver consistent, comparable data. Our credibility depends on it.”
“In the words of the Institute for Public Relations, ‘We can’t afford dueling measurement systems anymore…we must develop standard definitions and metrics now or be left behind.'”
Sheffer: GE’s 15-Year Journey: Using Research to Protect Reputation, Enhance Culture and Drive Change (PDF)