The Institute for Public Relations, recognized globally as a premier organization focused on public relations research and mainstreaming of knowledge into practice, has new leadership guiding its Commission on Public Relations Measurement and Evaluation.
The Commission elected a new chair for 2011 — Dr. David Geddes, Vice President of Research and Development at evolve24, a Maritz Research company, will succeed Pauline Draper-Watts, Consultant. Geddes’ one-year term will begin January 1, 2011. Additionally, three new members are joining the Commission, with three-year terms, also beginning January 1:
- Shannon Bowen, Associate Professor at the S. I. Newhouse School of Public Communications at Syracuse University
- Jackie Matthews, Director of Communications Research at General Motors
- Ruth Pestana, Worldwide Director of Strategic Services at Hill & Knowlton
Members re-elected to three-year terms beginning January 1 include:
- Patricia Bayerlein, Consultant, Gagen MacDonald
- Mike Daniels, Managing Director, Report International
- Katie Paine, President & CEO, KDPaine & Partners
- Dr. Brad L. Rawlins, Chair, Department of Communications, Brigham Young University
These new and returning members help to round out a four-pillared approach embraced by the Commission, bringing together leaders from university, corporate and agency backgrounds, along with research providers, to further develop and disseminate “the science beneath the art of public relations”™ A complete list of Commission members is located on the IPR website along with free access to research, white papers, presentations, speakers bureau, events and news relating to the public relations profession.
“With an outstanding team of professionals, the Commission on PR Measurement and Evaluation has been very productive for the last two years,” said Pauline Draper-Watts, outgoing chair. “One highlight was participating in the development of the Barcelona Principles for measurement. Incorporated into these principles is the strong stand the Commission has takenagainst using Advertising Value Equivalencyas a measure of value in PR.”
Draper-Watts reflects on contributions by the Commission in a blog column on the IPR website.
Ever-changing media landscapes bring new challenges to PR professionals, and chair-elect David Geddes is looking forward to providing perspective and research to support these changes.
“We are working in an exciting time for public relations research and measurement. With the exponential growth in social media and adoption of the Barcelona Principles for PR measurement, the direction and purpose of the Commission on PR Measurement and Evaluation as well as the Institute for Public Relations is more important than ever. Global reach and the heightened need for credible metrics have us setting lofty goals. I know the Commission is made up of the right representatives to make meaningful contributions to the profession in this transformational period,” said Geddes.
Other highlights of the Commission’s work this year include:
- Partnering with the Public Relations Society of America (PRSA) to support the Business Case for PR
- The Commission was one of the parties that shaped the BarcelonaPrinciples, which were endorsed at the 2nd European Summit on Measurement in Barcelona in June, organized by the Association for Measurement and Evaluation of Communication (AMEC) and the Institute for Public Relations (IPR). Other parties included PRSA, the International Communications Consultancy Organization (ICCO), and the Global Alliance for Public Relations and Communication Management (GA).
- Publishing white papers including:
- AVE is Not a Proxy for Measuring the Return on Investment (ROI) of Public Relations
- Isolating the effects of Media-Based Public Relations on Sales (Marketing Mix Model)
- Guidelines for Setting Measurable PR Objectives
- Measuring A Case Study and Critique of a News Media Content Analysis Program
- A New Paradigm for Media Analysis: Weighted Media Cost
About the Commission
The Institute’s Commission on Measurement and Evaluation was created in 1997 to develop and enhance measurement and evaluation in public relations. Commission membership consists of more than two dozen research thought leaders with representation from corporations and non-profits, public relations firms, research providers and academics. Commission members have produced books and dozens of articles about public relations measurement and evaluation. Several members are regular speakers at seminars and conferences, advocating for research and evaluation that demonstrates the effectiveness of public relations.
About the Institute
The Institute for Public Relations is an independent non-profit foundation that answers the need for evidence and accountability in public relations. Guided by thought leaders on its Board of Trustees, IPR pursues an active agenda of research studies and identifies best practices that demonstrate and enhance the value of public relations. IPR plays a critical role in bridging the academic world with the profession to ensure that the best thinking and knowledge are applied for the benefit of today’s demanding business world.
About IPR’s Commission on Measurement and Evaluation
Pauline Draper-Watts, Chair
David Geddes, Chair-Elect
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