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We welcome you to review this winning entry as an excellent example of effective use of public relations research, measurement and evaluation. These qualities are integrated into PR practice by using research to connect public relations objectives with real business strategy. What began as a brand differentiation study led the company to focus on loyalty and advocacy and commit to annually measure the factors that drive them. As part of this commitment, Padilla and GfK conducted quantitative research to establish benchmark measures for satisfaction, loyalty and advocacy. These results were embedded into goals and targets set for the company, business units and individual managers. The data has become the principal driver of Rockwell Automation's overall business and communication strategy, and the cornerstone of delivering on its brand promise to listen, think and solve.

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Padilla Speer Beardsley and GfK for Rockwell Automation, "Research Based Business Transformation: Benchmark and Tracking the Customer Experience"