Institute for Public Relations

Management wants data. How can anybody think otherwise in a business world ruled by six sigma, key performance indicators, balanced scorecards, dashboards and ROI. Yet studies continue to show that many public relations practitioners still do not use research to plan and measure their work. Lack of time and budget are often cited as reasons, despite the availability of low-cost (even no-cost) research methods. A new paper on the Institute website, originally presented by Dr. Jim Macnamara at our 4th annual Summit on Measurement, puts the blame on something more fundamental: a “fork in the road” in the development of ...