GAINESVILLE, FL – Three major steps toward standards for public relations research and measurement were unveiled today, addressing traditional media analysis, ethics and social media measurement. The Coalition for Public Relations Research Standards will seek additional industry input on the proposed interim standards, followed by review by a panel of major research customers and rigorous validation.
Today’s unveiling included a paper from the Institute for Public Relations (IPR) Measurement Commission on “Proposed Interim Standards for Metrics in Traditional Media Analysis.” The paper, authored by Marianne Eisenmann, head of communications research and measurement, Chandler Chicco Companies, makes recommendations for calculating some of the most common data points in traditional media analysis such as impressions, tone and quality. Interested parties may comment on the evolving interim standards on the IPR website.
Second, at this week’s International Association for the Measurement and Evaluation of Communication (AMEC) European Summit on Measurement in Dublin, the first phase of proposed interim standards for social media measurement will be presented by Tim Marklein, practice leader, technology & analytics, W2O Group. These emerging standards represent work by AMEC, the Council of Public Relations Firms (CPRF), the IPR Measurement Commission and other organizations. AMEC will seek additional input from conference participants to reach a consensus on the proposal.
Third, the IPR Measurement Commission has published a paper by Shannon Bowen, associate professor of public relations, Newhouse School, Syracuse University, on “Ethical Standards and Guidelines for Public Relations Research and Measurement.” This discussion document will be further developed as proposed interim standards for ethics in research and measurement.
The Coalition for Public Relations Research Standards was formed earlier this year to create a broad platform of standards and best practices for public relations research, measurement and evaluation. The participating organizations include AMEC, CPRF, the Global Alliance for Public Relations and Communication Management, IPR and the Public Relations Society of America.
“We intend to follow International Standards Organization processes adapted as necessary for our field,” said David Geddes, managing director, Geddes Analytics, and chair of the coalition. “We will promulgate proposed interim standards with broad industry input, which become approved interim standards after the customer panel review, and ultimately validated published standards.”
The membership of the customer panel will include about six corporations that are major purchasers of public relations research and measurement services. Initial members include Jackie Matthews, communications research, General Motors, and Molly McKenna Jandrain, external communications manager, McDonald’s USA.
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