Corporate Communications Counts and Can Be Counted

Not everything that can be counted counts. Not everything that counts can be counted. William Bruce Cameron Historically, marketing functions needed to be far more sophisticated in measuring the impact of their activities than their colleagues in corporate communications, including internal communications. Marketing campaigns have been subject to much more scrutiny from the boardroom due […]

Barcelona 2.0 with logos

Barcelona Principles 2.0 – Updated 2015

It’s been five years since the industry rallied around the Barcelona Declaration of Measurement Principles, agreeing to the first overarching framework for effective public relations (PR) and communication measurement. The original goal was straightforward: provide guidelines to measure efficacy of communication campaigns; provide a basis to enable the replacement of outdated program measurement models and ultimately […]


Top Five Questions to Ask About Mix Market Modeling

Market Mix Modeling: Why You Are Failing at It and What You Can Do About It While market mix models (MMM) might sound quite elementary to our peers in marketing, PR professionals have only recently discovered their value. This sudden interest in this statistical tool can be partly attributed to the need to prove our […]


Measurement Innovations: Making Sense of Earned Media Metrics

A version of this article first appeared in Media Monitoring & Measurement News. How can PR practitioners make sense of the plethora of possible earned media metrics and measurement strategies?  PR industry groups have published a number of documents to guide PR practitioners. The Barcelona Declaration for Measurement Principles, a set of seven voluntary guidelines […]

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Joining the Movement?: Investigating Standardization of Measurement and Evaluation Within Public Relations

This article draws on a new survey of public relations practitioners to explore (1) the extent to which respondents report adopting standardized measures recommended by professional organizations; (2) predictors of measurement standardization; and (3) links among measurement practices and self-reported influence of public relations within the broader organization. Download PDF: Joining the Movement?: Investigating Standardization of […]

Bill Paarlberg

The European Communication Monitor 2013 (Part 3): Salaries and Status

This is the third in a series of IPR blog posts summarizing the results of the 2013 European Communication Monitor (ECM). The ECM is an annual longitudinal trans-national survey of European communications professionals, first carried out in 2007. It describes itself as, “the largest survey on strategic communication, corporate communications, communication management, and public relations […]

Why Are We So Confused about Public Relations Research?

Institute for Public Relations President & CEO Frank Ovaitt presented this lecture to public relations research students at the University of Florida. Exploring the role research plays in the communications field, he discusses how standards can benefit the practice. Why Are We So Confused About Research? from Institute for Public Relations

Shannon A. Bowen, Ph.D., and Don W. Stacks, Ph.D.

Toward the Establishment of Ethical Standardization in Public Relations Research, Measurement and Evaluation

At the Measurement Summit 3.1, a “think-fest” on the future of public relations research standards conducted by the IPR Measurement Commission, Don W. Stacks, Ph.D., presented “Toward the Establishment of Ethical Standardization in Public Relations Research, Measurement and Evaluation,” on behalf of Shannon A. Bowen, Ph.D., and himself.  The presentation was based on a paper […]

Measuring the Edifice

Abstract Public relations measurement and evaluation practices have been major subjects for practitioners and academician research from the late 1970s onwards. This chapter will commence with a brief survey of the historical evolution of the research into these practices. Then, we will discuss James E. Grunig’s enduring contribution to their theorization, particularly with financial and […]