Shell Oil Program to Receive Golden Ruler Award at Summit on Measurement
"A National Dialogue on Energy Security" describes a 50-city face-to-face tour conducted by Shell Oil to improve understanding of energy issues among business and community leaders. The 18-month campaign fully integrated measurement into the program, relying on ongoing audience feedback, public opinion surveys, and analysis of key messages such as access to domestic supplies and the diversity of fuel sources. Through written reports back to the town hall participants and other key stakeholders, the research became part of the outreach effort itself.
SeverStal and Echo Research earned a Certificate of Merit for their work on "A Russian Steel Giant: Aligning Identity and Image for Improved Performance." The two partners created a communications program to overcome reputation challenges after the Russian steel producer's failed merger.
The American Society for the Prevention of Cruelty to Animals (ASPCA) and KDPaine & Partners also earned a Certificate of Merit for "Defining PR's Role in Achieving Organizational Goals for the ASPCA." The team established strategies to systematically measure and evaluate the newly established communications program while building a proactive external media relations function.
The winning cases will be available free on the Institute's website, after the Summit on Measurement. Entries for past years' winners are also posted there.
The Summit on Measurement is an annual event for experts in communications and PR measurement and evaluation, and for PR practitioners who want a more focused research strategy. Additional information and registration are available online at www.instituteforpr.org.
PR News is a media partner for this occasion. RF/Binder Partners is sponsoring the awards luncheon, and TNS is sponsoring the Strawbery Banke Reception. PR Newsire is a Platinum Sponsor for the event and Wieck Media is the Technology Partner. Gold sponsors for the Measurement Summit are BurrellesLuce, Southwest Airlines, Echo Research, Vocus and K.D. Paine & Partners.
The Commission on Public Relations Measurement & Evaluation exists to establish standards and methods for public relations research and measurement, and to issue authoritative best-practices white papers. The Institute for Public Relations is an independent foundation dedicated to the science beneath the art of public relations™, bridging the academy and the profession, supporting PR research and mainstreaming this knowledge into practice through PR education.
