Publications
International Media Analysis Made Simple
June 2012 – More and more organizations need to measure their media coverage globally, but how can they do this cost effectively? This paper takes a very granular approach to helping the reader define business goals and objectives; determine suitable measures; analyze media content needs; evaluate dashboard systems; determine language and analysis processes; develop measurement scorecards; select provider services; sell the solutions internally; and, evaluate their success. Clear pros and cons to every option are provided, enabling the reader to balance the three competing essentials: quality, speed and cost.
Proposed Interim Standards for Metrics in Traditional Media Analysis
June 2012 – Organizations engage in traditional media relations for many reasons and their objectives for analyzing the media coverage may be similarly varied. Media coverage can serve as a proxy for public perception and is relatively inexpensive and accessible. Public relations professionals apply media analysis to help demonstrate the value of PR, provide insights to make better decisions, improve performance, understand issues and anticipate change. The IPR Measurement Commission proposes the following standards for consideration. The overall recommendation seeks to ensure that measures used in analysis are well-formulated and implemented by (i) gaining agreement from the start among all relevant ...
Resources for Public Relations Educators for Teaching Research, Measurement and Evaluation
January 2012 – Demands for accountability for public relations activity have fueled the development and usage of sophisticated research, measurement and evaluation approaches and tools in public relations practice. Ensuring that public relations students are familiar and proficient with the growing number of measurement and evaluations tools and approaches can be daunting. This paper serves as a road map to the collection of books and white papers on public relations research, measurement, and evaluation. Members of the Institute for Public Relations Commission on Measurement and Evaluation, a nonprofit group that researches and disseminate public relations research and evaluation best practices, ...
Standardization in Public Relations Measurement & Evaluation
September 2011- Dr. David Michaelson and Dr. Don Stacks, Research Fellows at the Institute for Public Relations, co-wrote the paper, “Standardization in Public Relations Measurement and Evaluation”. This article was published in the 2011 Spring edition of the Public Relations Journal. As the public relations profession continues to focus more and more on outcomes associated with campaigns or public relations initiatives the question of standards has shifted to the forefront of discussions among and between professionals, academics, and research providers. Making this shift even more important to establishing impact on business goals and objectives is the fact that standardized measures for ...
Charting Your PR Measurement Strategy
August 2011 – Articles written by members of the Institute for Public Relations’ Commission on PR Measurement and Evaluation, that first appeared in the May 2011 issue of PRSA’s PR Tactics magazine, are now available on the IPR web site. They include: The Strategic Approach: Writing Measurable Objectives by Don W. Stacks, Ph.D. and Shannon A. Bowen, Ph.D.; Deliverable Objectives: Considerations for Creating Measurement Plans by Jackie Matthews and Pauline Draper-Watts; Speak Their Language: Communicating Results to the C-suite by Marianne Eisenmann; The Big Shift: Moving from Impressions to Engagement by Tim Marklein and; Measuring Influence in the Digital Age: Impressions, Likes and Followers by Katie Delahaye Paine. Thanks go to John Elsasser of PRSA, ...
Isolating the Effects of Media-Based Public Relations on Sales
June 2010 – This paper defines marketing mix modeling, shares approaches for incorporating public relations results into the model – primarily through media content analysis – and provides a recent case study. The featured case study confirms what PR professionals believe to be true: PR is a most powerful marketing agent. What is more, public relations consistently surpasses the return-on-investment and relative selling power of other MARCOM activities within the marketing mix, including those which command much larger budgets. Today’s marketers, with the benefit of advanced mathematical methods along with new technologies for data-collection, data-warehousing and data-mining, are unraveling marketing’s mysteries ...
Using Web Analytics to Measure the Impact of Earned Online Media on Business Outcomes
February 2010 – For some time, communications teams have been measuring PR ROI through outputs, such as media coverage volume, coverage sentiment, and share of voice, rather than business outcomes. With the relatively recent developments in web analytics, organizations are now able to directly measure how prospects and customers find information that lead them to a brand’s web site or other digital assets -whether through search, paid media or earned media. As a result, it is becoming possible for organizations to identify which types of channel drive the most value across all media, not only paid media. This paper focuses ...
A New Paradigm for Media Analysis: Weighted Media Cost
2010 – Over the past two decades, Advertising Value Equivalency (AVE) has been correctly denounced as a measurement technique. The many shortcomings of this old methodology will be described at length within this paper. However, recent studies yield evidence that using the cost of media space and time provides a very useful evaluation of the news medium itself in which a story resides, similar to the way the cost of real estate impacts the overall value of a house. The cost of media space and time appears to improve correlations between media coverage and business outcomes demonstrably over other popular ...
Guidelines for Setting Measurable Public Relations Objectives: An Update
2010 – This paper expands on and updates the thinking of the Institute’s original Setting Measurable Objectives paper which was drafted in 1999 by Forrest W. Anderson, Independent Consultant, and Linda Hadley of Porter Novelli, along with contributions from members of the Institute for Public Relations Commission on Public Relations Measurement and Evaluation. In every business case – whether the organization is large or small; for-profit or nonprofit; local or global – there is an objective. Objectives may include generating a profit, approving legislation or giving back to the community. To advance the organization, those doing so need a clear understanding ...
Measuring “Company A”: A Case Study and Critique of a News Media Content Analysis Program
July 2009 – This case study analyzes a financial company’s media content analysis program and its impact on brand and reputation.
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