For Excellence in Public Relations Measurement and Evaluation
Deadline is August 25, 2014
Download Jack Felton Golden Ruler Award Flyer
“The Felton Golden Ruler Award sets the standards for how to measure public relations. Receiving the award has been one of the highlights of my career.” – Dr. David Michaelson
The Jack Felton Golden Ruler Award recognizes excellence in public relations research, measurement and evaluation. The award’s primary objective is to identify superb examples of research used to support public relations practice, and to publish these as case studies on the Institute for Public Relations website, in the Research Journal of the Institute for Public Relations and through any other means. The judges may also make Silver and Merit level awards.
Public relations agencies, corporations and institutions, associations, research providers and academics are all encouraged to enter this special competition. The winning research program will be announced at an Institute for Public Relations research event in November. The recipient will also be invited to present their work to the IPR Measurement Commission.
In addition, the Institute publishes winning entries as case studies on its website (www.instituteforpr.org) so that professionals, educators and students can learn from the best work in research, measurement and evaluation.
The awards program was created by the Commission on Public Relations Measurement & Evaluation, a unique body combining expertise in the field of measurement and pro bono service to the profession. Jack Felton, for whom the award is named, served as President and CEO of the Institute and was instrumental in founding the Commission. The Golden Ruler is the only awards program sanctioned and judged by leaders in public relations research, measurement and evaluation from corporations, nonprofits, PR agencies, academic and research organizations.
- Application must be completed online and submitted online.
- All materials relating to your entry must be submitted electronically – either by e-mail (preferred) or CD, DVD or flash drive. All submission materials must be received on or before August 25, 2014. Submissions can be emailed to Jenn Moyer.
- Submission must include:- Cover sheet that gives the program’s title, the client/company, and the agency/consultant that worked on the program (if applicable)
- Contact person with telephone number and email
- 250-word summary of the research/measurement program
- Full description (two pages or more) of the program with reasonably detailed documentation and data, including objectives and outcomes
- Entries must be submitted in Microsoft Word (or equivalent word processing program) in no less than 10-point type.
- Backup materials (PowerPoint, spreadsheets, etc.) may be submitted as supporting material, but not as standalone documents.
- Entries cannot be returned. By entering the competition, you grant the Institute permission to publish your case on its website and through any other means.
- Judges may, at their discretion, grant Silver and Merit level awards.
- Has clear and well-defined research objectives
- Meets highest standards of research method
- Uses rigorous research design
- Shows innovation in research design
- Establishes reliability of research results
- Provides detailed supporting documentation
Contribution to the practice of public relations
- Contributes to the body of knowledge of the profession
- Advances the profession of public relations
- Demonstrates effectiveness of public relations activities
- Has application to a broad range of public relations activities
- Provides a valuable case history which is publishable
- Encourages the increased use of measurement and evaluation
Quality and substance of findings
- Links public relations outputs to outcomes
- Demonstrates impact of the program on the target audience
- Demonstrates impact on business outcomes
- Aids in the development of better communications programs
- Proves to be cost effective
Deadline to apply: August 25, 2014
2013 Golden Ruler Award 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)
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.
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.
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
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
The Toyota Recall Crisis: Media Impact on Toyota’s Corporate Brand Reputation
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
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 Winners – Sponsored 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.
- The MetLife Long-Term Care IQ Test
- The Media Reality Check
- The Media Reality Check Presentation
- A New Model for Media Content Analysis
- The Media Reality Check Update
Certificates of Merit
2008 Golden Ruler Award Winners
2008 Winners – Sponsored 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.
Certificates of Merit
2007 Golden Ruler Award Winner
2007 Winner – Sponsored 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
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.
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.
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
- Alberta Medical Association with twisurveys, “Negotiations 2003 and Implementing the Agreement”
- Comalco with Burson-Marsteller
Silver Ruler Awards
- Executive MScom program of the University of Lugano, “Liechtenstein Introducing the Global Village”
Also EMScom Research Report
Certificates of Merit
- MetLife with David Michaelson & Company, “Pass or Fail? What Consumer Don’t Know About Retirement Income”
Also Met Life Media Reality Check and Met Life Retirement Income IQ Test
- Jerry Mikorenda and JPMorgan Chase, “CFS Communications Six Sigma Project”
- Florida Retirement System with Ketchum, “Florida :MyFRS”