Diana Bradley, PR Week, wrote about how four major corporations have adopted measurement standards proposed by the Coalition for Public Relations Research Standards. Topics covered include media capacity, the communications lifecycle and ROI.
General Electric, McDonald’s U.S., General Motors, and Southwest Airlines make up the customer panel that will review and approve the standards, which are established via a six-stage process.
“It is essential for corporations, agencies, and measurement firms to try out the interim standards, and provide feedback to the Coalition,” said McDonald’s USA Director of Public Relations Molly McKenna. “We will continue to evolve the standards as the industry evolves, and we receive feedback.”
Read the full article here: http://www.instituteforpr.org/researchstandards/