IPR Measurement Commission
Who We Are: The IPR Measurement Commission is composed of researcher-practitioners and thought-leaders in public relations research, measurement, and evaluation drawn from four segments of the global public relations industry: (i) corporations, government, and non-profits; (ii) public relations agencies; (iii) research firms; and (iv) academia.
Our Vision: Better public relations through excellence in research, measurement, and evaluation.
Our Mission: To develop and promote standards and best practices for research, measurement, and analytics that contribute to ethical, strategic, and effective public relations.
Dr. Don Stacks, professor of public relations in the University of Miami School of Communication, is the newly elected chair of the IPR Measurement Commission. “As chair of the Measurement Commission and a Trustee of the Institute,” he writes, “I will be focusing on research standards, standard-setting, best practices, and how all three contribute to an objective evaluation of how well we did what we set out to do.” Stacks’ new blog, Stacks on Research, will be published in conjunction with the Institute for Public Relations.
- The State of Measurement Standards January 2013: It’s a Bridge, It’s a Bridge!
- Spotting Bad Research
- International Media Analysis Made Simple
From members of the IPR Measurement Commission
Measuring Influence: 3 Paths that Research Supports
By Sean Williams, Kent State University, Communication AMMO, Inc.
I’m a public relations pro trying to run his own business and help clients achieve their objectives. Social media companies that claim to have a secret formula for influence have me frustrated on behalf of my clients, who are wanting some answers about influence online. I decided to find out what the academics had to say about it. In a paper I presented at the International PR Research Conference, I lay out the base themes. Here’s what every public relations practitioner ought to know.
This is a summary of a paper presented at this year’s International PR Research Conference. It received a “Top Three Paper for Practical Significance” award from the Institute for Public Relations.
Stacks on Research
By Dr. Don Stacks, University of Miami, IPR Measurement Commission Chair
Basic research begins before a public relations campaign or program begins. It establishes what has been done in the past that might impact on the future, it establishes a baseline against which to evaluate success, and it has planned benchmarks against which to evaluate objectives. From a public relations perspective basic research is planned in what is known as the “developmental stage” of the research process. At this stage we should be looking at secondary and historical data. To be honest, while advertising spends much time on secondary research public relations does not.
Public Relations Research and Measurement: Are CPMs a Way Forward?
By Mark Weiner, PRIME Research
In an online discussion that took place over several weeks last year, leaders of the profession discussed the issue of CPM (cost per thousand) as a viable metric for practitioners to adopt in a more consistent way. Despite their sometimes conflicting views on theory and practice, these leaders share a bond far stronger than their differences: a passion for establishing a legitimate means of evaluating the impact of public relations programs through a systematic, target audience-based process of measuring the value of public relations on brands, issues, or corporate positioning. The following has been excerpted from their online discussion.