The Jack Felton Medal for Lifetime Achievement

For Excellence in Public Relations Measurement and Evaluation

The Jack Felton Medal is an award for lifetime achievement for contributions made in the advancement of research, measurement and evaluation in public relations and corporate communication. The recipients of the medal will be those individuals who epitomize the philosophic perspectives of Jack Felton on the value of research and measurement in the advancement of public relations as a profession.

The medal will be presented annually by the Institute for Public Relations and will be under the guidance of a special committee that includes select members of the IPR Measurement Commission.

In 2015, the award was changed from the Jack Felton Golden Ruler Award given to a campaign to the Jack Felton Medal for Lifetime Achievement given to an individual.

2016 Jack Felton Medal Winner | Charlotte Otto, Senior Corporate Strategist for Weber Shandwick

Charlotte-OttoCharlotte Otto, retired Procter & Gamble Global External Relations Officer and now Senior Corporate Strategist for Weber Shandwick, will receive the Jack Felton Medal for Lifetime Achievement. The recipients of the Jack Felton Medal are individuals who epitomize the philosophic perspectives of Jack Felton on the value of research and measurement in the advancement of public relations as a profession presented by the IPR Measurement Commission. tto is a communication veteran and long-time champion of the power of measurement. She spent 33 years at Procter & Gamble including 13 years in its marketing organization and 20 years in global public affairs and external relations.

Past Winners

2015 The Jack Felton Medal for Lifetime Achievement – Gary Sheffer

The Institute for Public Relations (IPR) Annual Distinguished Lecture & Awards Dinner 2015Gary Sheffer, Vice President of Corporate Communications & Public Affairs at General Electric, was the first recipient of the Jack Felton Medal for Lifetime Achievement. Sheffer was recognized for his major contributions to the advancement of research, measurement and evaluation in public relations and corporate communication at the Institute for Public Relations Distinguished Lecture and Awards Dinner on November 17 in NYC.

“Gary is one of the true leaders in our field and he epitomizes the foresight and leadership of Jack Felton,” said Dr. David Michaelson, IPR Research Fellow and a member of the award’s selection committee. “His contributions to the advancement of the “science beneath the art” of public relations include his significant support for the development of research standards for our industry and his effective use of measurement and evaluation during his role as the chief communications officer at GE.”

For the past 13 years, Sheffer has overseen external and internal communications and provided advice to GE executives on issues related to culture, reputation and business strategy. He also works with external groups and individuals to foster understanding of GE policies and businesses. Sheffer is retiring from GE at the end of 2015.

Sheffer is chairman of the board of the Arthur W. Page Society, a membership organization for senior public relations and corporate communications executives. He also serves on the board of the Institute for Public Relations and is a member of the boards of the GE Foundation and the GE-Reagan Scholarship Program.

2013 Golden Ruler Award Winner

2013 Winner

Putting the I in Health IT®

Agency/Client: Ketchum with U.S. Department of Health and Human Services, Office of the National Coordinator for Health Information Technology (ONC)

Putting the I in Health IT®

Situation Analysis:

An accident victim is brought unconscious to the ER. The medical team scans her electronic health record (EHR), providing a full medical history and revealing an underlying health condition that must be addressed to save her life. This is the promise of health information technology (health IT) – smarter health decisions through coordinated information. The Obama Administration sought to ignite a national movement to overhaul the nation’s health care system – moving from outdated paper records to health IT to advance health care quality. The Administration created the Office of the National Coordinator for Health Information Technology (ONC) to bring this mandate to reality.

Challenge:

Health care providers – particularly smaller and rural practices – saw electronic health record adoption as burdensome, with substantial costs, workflow disruptions, productivity loss, and difficulties in qualifying for government adoption incentives. Ketchum created Putting the I in Health IT® to personalize health IT benefits. The campaign helps providers, caregivers, and patients step into the hero’s shoes – demonstrating the personal benefits of electronic health records. And the campaign lets providers know they don’t have to do it alone – ONC resources can ease the burden.

Results:

In 2012, 72% of office-based physicians had adopted an electronic health record system, up from 42% in 2008. As of June 2013, 59% of primary care physicians received federal incentives for successfully adopting electronic health records; 43% of primary care physicians and 49% of nurse practitioners sought personalized adoption assistance through ONC-funded Regional Extension Centers.

2012 Golden Ruler Award Winner

2012 Winner

Changing Behavior through PR: Earned Media Boosts Campaign Performance during Medicare Open Enrollment

PRIME Research, Porter Novelli with Centers for Medicare and Medicaid Services

Changing Behavior through PR: Earned Media Boosts Campaign Performance during Medicare Open Enrollment
The Institute for Public Relations Measurement Commission has awarded 2012 Jack Felton Golden Ruler Award to a three-member team comprised of the Centers for Medicare and Medicaid Services, Porter Novelli and PRIME Research.  The case study, Changing Behavior through PR:  Earned Media Boosts Campaign Performance during Medicare Open Enrollment, exemplified excellence in public relations research, measurement and evaluation.

Of the many measures of success during Open Enrollment, the most important is increasing the number of Medicare beneficiaries who adopt the primary call-to-action—comparing and reviewing their insurance coverage during this time period.   The decision to adopt this call to action is a yes/no proposition, either the beneficiary does it or not.

Our analytic approach involved several steps that together helped to reduce bias and provided the statistical controls needed for the logistic regression results to be interpreted as showing a causal relationship between earned media exposure and behavior change over and above that of the paid media. In general, logistic regression enables the researcher to evaluate what factors increase the likelihood that an individual adopts this action.  Equipped with survey data that measure this action, as well as demographics and other key measures of campaign exposure, logistic regressions enables us to tease out what levers most effectively helped us to reach our goals.  However, in observational studies results based on logistic regression alone must be interpreted cautiously. Sometimes self-selection or similar processes can be mistaken for exposure effects (e.g., if more engaged consumers are simply more likely to be exposed to the media).  Traditional regression-based adjustments can actually make this problem more acute.  For that reason, we augmented standard logistic regression with propensity score analysis.  In this technique, one identifies exposed and unexposed participants who are as identical as possible on key characteristics (e.g., age, sex, race, decision-making style) and compare the exposed participants with matched control cases to allow for an unbiased “apples to apples” comparison that can be interpreted in much the same way as a controlled experiment.  It is from this set of statistical efforts that we can make the claim that even after controlling for exposure to paid media and a variety of demographic and decision-making style variables, beneficiaries who reported exposure to PR coverage and earned media about Open Enrollment were 2.3 times more likely to adopt the campaign’s primary call-to-action. The techniques used in this study can help other PR practitioners reduce bias and more accurately assess the impact of their campaigns in real world settings.

2011 Golden Ruler Award Winners

2011 Winners

The Toyota Recall Crisis: Media Impact on Toyota’s Corporate Brand Reputation

InfoTrend, Inc.

The Institute for Public Relations (IPR) Commission on Public Relations Measurement and Evaluation has awarded InfoTrend, Inc. (www.infotrend.com), the 2011 Jack Felton Golden Ruler Award.  InfoTrend’s case study, “The Toyota recall crisis: Media impact on Toyota’s corporate brand reputation,” exemplified excellence in public relations research, measurement and evaluation.

A Silver Merit certificate was awarded to Determinus and their client, Strategies to Overcome and Prevent (STOP) Obesity Alliance, for their case, “METRIC Model: Measuring Engagement and TRacking Influencer Communications”.

Golden Ruler Award
The Toyota recall crisis: Media impact on Toyota’s corporate brand reputation,” by InfoTrend, Inc.
Golden Ruler Award presentation – The Toyota recall crisis: Predicting corporate reputation from the media,” by InfoTrend, Inc.
Golden Ruler Award presentation – Video

Silver Merit Award
METRIC Model: Measuring Engagement and TRacking Influencer Communications,” by Determinus (a Chandler Chicco Company) and Strategies to Overcome and Prevent (STOP) Obesity Alliance

2010 Golden Ruler Award Winner

2010 Winner

Making the Case for Employee Engagement

Northwestern Mutual, Gagen MacDonald LLC with Employee Motivation & Performance Assessment, Inc.
PDF: Making the Case for Employee Engagement

2009 Golden Ruler Award Winners

2009 WinnersSponsored in part by PR News

The Media Reality Check: A New Approach to Content Analysis

MetLife and Echo Research

The Commission on Measurement & Evaluation presented this year’s 2009 Jack Felton Golden Ruler award to Echo Research and MetLife for their work on “The Media Reality Check: A New Approach to Content Analysis.” The Commission also awarded two Certificates of Merit to The Department of Defense/TRICARE Management Activity with Fleishman-Hillard and to American Express. These entries, available in PDF format, are prime examples of excellence in public relations research, measurement and evaluation.

Golden Ruler Award
“The Media Reality Check: A New Approach to Content Analysis” by Echo Research and MetLife

Certificates of Merit

2008 Golden Ruler Award Winners

2008 WinnersSponsored in part by PR News

A National Dialogue on Energy Security

Shell Oil Company, Burson-Marsteller and A Brink & Company

The judging panel from the Commission on Public Relations Measurement & Evaluation decided to bestow a Jack Felton Golden Ruler Award and two Certificates of Merit in the 2008 competition. These winning entries are presented here as superb examples of research, measurement and evaluation integrated into the public relations program.

Golden Ruler Award
Shell Oil Company, Burson-Marsteller and A Brink & Company, “A National Dialogue on Energy Security”

Certificates of Merit

2007 Golden Ruler Award Winner

2007 WinnerSponsored in part by PR News

Research Based Business Transformation: Benchmark and Tracking the Customer Experience

Padilla Speer Beardsley and GfK for Rockwell Automation
PDF: Research Based Business Transformation

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.

2006 Golden Ruler Award Winners

2006 Winners – Sponsored in part by Holmes Report and PR News

PRoof: Porter Novelli Key Message Assessment & Optimization

Watson Pharma, Inc. and Porter Novelli

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.

PDF: PRoof: Porter Novelli Key Message Assessment & Optimization
PDF: Media Analysis of the Overactive Bladder Market (Presentation)

2005 Golden Ruler Award Winners

2005 Winner – Sponsored in part by PR News

You Are Now Free To Link PR and Sales

Southwest Airlines and SEO-PR

We welcome you to review these winning entries as great examples of effective use of professional measurement techniques in public relations. Click on the links below to download the entries in PDF format.

PDF: You Are Now Free To Link PR and Sales
PDF: Turning Press Releases into Ticket Sales (Presentation)

2004 Golden Ruler Award Winners

2004 Winners – Sponsored in part by Lawrence Ragan Communications, Inc.

Negotiations 2003 and Implementing the Agreement

Alberta Medical Assocation and Comalco with Burson-Marsteller

We welcome you to review these winning entries as great examples of effective use of professional measurement techniques in public relations. Click on any of the links below to download the entries in PDF format.

Golden Ruler Awards

Silver Ruler Awards

Certificates of Merit