The U.S. communication team of Shell Oil Company, with Burson-Marsteller and
A Brink & Company, will receive the Jack Felton Golden Ruler Award for excellence
in public relations measurement and evaluation. The Institute for Public Relations
and the Commission on Public Relations Measurement & Evaluation will present
the award at the 2008 Summit on Measurement, October 15-17 in Portsmouth, New
Hampshire.
“A National Dialogue on Energy Security” describes a 50-city face-to-face
tour conducted by Shell Oil to improve understanding of energy issues among
business and community leaders. The 18-month campaign fully integrated measurement
into the program, relying on ongoing audience feedback, public opinion surveys,
and analysis of key messages such as access to domestic supplies and the diversity
of fuel sources. Through written reports back to the town hall participants
and other key stakeholders, the research became part of the outreach effort
itself.
SeverStal and Echo Research earned a Certificate of Merit for their work on
“A Russian Steel Giant: Aligning Identity and Image for Improved Performance.”
The two partners created a communications program to overcome reputation challenges
after the Russian steel producer’s failed merger.
The American Society for the Prevention of Cruelty to Animals (ASPCA) and KDPaine
& Partners also earned a Certificate of Merit for “Defining PR’s
Role in Achieving Organizational Goals for the ASPCA.” The team established
strategies to systematically measure and evaluate the newly established communications
program while building a proactive external media relations function.
The winning cases will be available free on the Institute’s website,
after the Summit on Measurement. Entries for past years’ winners are also
posted there.
The Summit on Measurement is an annual event for experts in communications
and PR measurement and evaluation, and for PR practitioners who want a more
focused research strategy. Additional information and registration are available
online at instituteforpr.org.
PR News is a media partner for this occasion. RF/Binder Partners is sponsoring the awards luncheon, and TNS is sponsoring the Strawbery Banke Reception. PR Newsire is a Platinum Sponsor for the event and Wieck Media is the Technology Partner. Gold sponsors for the Measurement Summit are BurrellesLuce, Southwest Airlines, Echo Research, Vocus and K.D. Paine & Partners.
The Commission on Public Relations Measurement & Evaluation exists to establish
standards and methods for public relations research and measurement, and to
issue authoritative best-practices white papers. The Institute for Public Relations
is an independent foundation dedicated to the science beneath the art of
public relations™, bridging the academy and the profession, supporting
PR research and mainstreaming this knowledge into practice through PR education.
