April 2007 – Most PR people envision the blogosphere as yet another new medium to address, a new way to scream more loudly at their stakeholders. In fact, PR people need to completely rethink their approach from pitching to engaging in “Naked Conversations.” People now have access to so much content, and have so many … Continue reading How to Measure Social Media Relations
Monthly Archives: February 2011
2007 – A number of tools and methodologies have been developed in recent years to measure the impact of public relations programs through media coverage, key audience perceptions and increasingly, return on investment. However, measurement for some specific elements of the PR mix such as speaking opportunities remain more elusive. Yet in this era of … Continue reading Measuring the Effectiveness of Speakers Programs →
2007 – Researchers found public relations placements and advertising to be equally effective in generating consumer interest in a newly launched product. No statistically significant difference between ad and editorial in an experiment focused on key measures of credibility, knowledge, interest and purchase intent. Although the respondents said that they got more information from the news … Continue reading Exploring the Comparative Communications Effectiveness of Advertising and Media Placement →
2006 – This paper suggests a strong relationship between coverage volume and business outcomes, with three case studies looking at volume alone, tonality-refined volume, and message-refined volume. Exploring the Link Between Volume of Media Coverage and Business Outcomes Angela Jeffrey, David Michaelson, and Don W. Stacks 2006
2006 – We welcome you to review this winning entry as an excellent example of effective use of professional measurement techniques in public relations. Click on the links below to download the entry and the related presentation in PDF format. Jack Felton Golden Ruler Award “Proof: Porter Novelli Key Message Assessment & Optimization” Jack Felton … Continue reading Proof: Porter Novelli Key Message Assessment & Optimization →
August 2006 – Multipliers are often used by public relations professionals to factor circulation or audience figures when calculating impressions. Multipliers are generally rationalized by users to take into account pass-along circulation and/or to assign a higher value to PR impressions than advertising impressions due to a perceived higher level of credibility. The authors argue … Continue reading Dispelling the Myth of PR Multipliers and Other Inflationary Audience Measures →
2005 – Does familiarity breed favorability? The researchers have analyzed reputation data for 30 global companies based on responses from 6,000 Americans. The companies represent six different industries: consumer products, automotive, pharmaceutical, entertainment, technology and financial services. For every industry and on every measure studied, the results are consistent. People who report that they are … Continue reading Understanding is the Beginning of Approving: Vapid Platitude or Cornerstone of Public →
This is David Geddes, chair of the Institute for Public Relations Commission on Measurement and Evaluation. Today I am talking with Dr Tom Watson, Professor of Public Relations at The Media School at Bournemouth University in the United Kingdom. Tom also served as a Measurement Commission member for several years. Tom, the International History of … Continue reading Five Minutes With…Dr. Tom Watson →
2006 – This paper outlines and describes the various tools and techniques that public relations practitioners ought to consider when designing and carrying out research projects for public relations planning and for public relations measurement and evaluation purposes. Public Relations Research For Planning and Evaluation Resource Booklet by Walter K. Lindenmann 2006
2003 – A coalition of organizations representing 50,000 professional communicators gathered January 2003 in New Jersey to discuss ways to restore trust in American business. The coalition agreed on three basic actions that they could recommend to each and every CEO in America. The first two are essentially process issues that are relatively easy to … Continue reading Guidelines for Measuring Trust in Organizations →
By reviewing the literature in stakeholder theory, stakeholder management, and public relations, this paper arrives at a model that prioritizes stakeholders through a four-step process: 1) Identifying all potential stakeholders according to their relationship to the organization 2) Prioritizing stakeholders by attributes 3) Prioritizing stakeholders by relationship to the situation 4) Prioritizing the publics according … Continue reading Prioritizing Stakeholders for Public Relations →
May 2006 – This paper discusses several different approaches to deriving a Return-on-Investment (ROI) for the support provided by media relations publicity efforts within a marketing campaign. The primary questions discussed in the paper are whether it is possible to show that media publicity helped generate sales or other business outcomes, and can a financial … Continue reading Perspectives on the ROI of Media Relations Publicity Efforts →