Publications
Exploring the Link between Share of Media Coverage and Business Outcomes
April 2007 – Building upon a foundation established in “Exploring the Link between Volume of Media Coverage and Business Outcomes,” this paper looks at the effect of competitive share of media coverage volume on business results. Through four case studies on a non-profit hospital, a pharmaceutical brand, a B2B service and a package goods manufacturer, the authors make the case for using competitive media analysis to see stronger correlations to results.
How to Measure Social Media Relations
April 2007 – Most PR people envision the blogosphere as yet another new medium to address, a new way to scream more loudly at their stakeholders. In fact, PR people need to completely rethink their approach from pitching to engaging in “Naked Conversations.” People now have access to so much content, and have so many ways to gather news and information, that the likelihood of your corporate message penetrating through the clutter is virtually nil. Instead, if you engage the audience in a conversation and learn what the social community is looking for, ...
Measuring the Effectiveness of Speakers Programs
2007 – A number of tools and methodologies have been developed in recent years to measure the impact of public relations programs through media coverage, key audience perceptions and increasingly, return on investment. However, measurement for some specific elements of the PR mix such as speaking opportunities remain more elusive. Yet in this era of increasing accountability, it is important to assess the return on the resources invested and to learn how to gain the best results. This paper provides recommendations on assessing the effectiveness of speaking opportunities. Speaking opportunities are often sought ...
Exploring the Comparative Communications Effectiveness of Advertising and Media Placement
2007 – Researchers found public relations placements and advertising to be equally effective in generating consumer interest in a newly launched product. No statistically significant difference between ad and editorial in an experiment focused on key measures of credibility, knowledge, interest and purchase intent. Although the respondents said that they got more information from the news article (despite identical information in the ad), that did not increase the believability of the message. Nor were there significant differences between ad and editorial regarding purchase intent, although those reading the news story showed less ...
Exploring the Link Between Volume of Media Coverage and Business Outcomes
2006 – This paper suggests a strong relationship between coverage volume and business outcomes, with three case studies looking at volume alone, tonality-refined volume, and message-refined volume.
Proof: Porter Novelli Key Message Assessment & Optimization
2006 – We welcome you to review this winning entry as an excellent example of effective use of professional measurement techniques in public relations. Click on the links below to download the entry and the related presentation in PDF format.
Dispelling the Myth of PR Multipliers and Other Inflationary Audience Measures
August 2006 – Multipliers are often used by public relations professionals to factor circulation or audience figures when calculating impressions. Multipliers are generally rationalized by users to take into account pass-along circulation and/or to assign a higher value to PR impressions than advertising impressions due to a perceived higher level of credibility. The authors argue that the facts do not support the use of multipliers, and their use may actually hurt the credibility of the profession.
Understanding is the Beginning of Approving: Vapid Platitude or Cornerstone of Public
2005 – Does familiarity breed favorability? The researchers have analyzed reputation data for 30 global companies based on responses from 6,000 Americans. The companies represent six different industries: consumer products, automotive, pharmaceutical, entertainment, technology and financial services. For every industry and on every measure studied, the results are consistent. People who report that they are extremely or very familiar with a company have more favorable impressions than people who say they are somewhat familiar or only know the name of a company.
Public Relations Research For Planning and Evaluation
2006 – This paper outlines and describes the various tools and techniques that public relations practitioners ought to consider when designing and carrying out research projects for public relations planning and for public relations measurement and evaluation purposes.
Guidelines for Measuring Trust in Organizations
2003 – A coalition of organizations representing 50,000 professional communicators gathered January 2003 in New Jersey to discuss ways to restore trust in American business. The coalition agreed on three basic actions that they could recommend to each and every CEO in America. The first two are essentially process issues that are relatively easy to implement. The third poses a problem to many corporations which has only been addressed by a few: How to measure trust? This document offers standard guidelines to help professional communicators answer that question and implement the third directive ...
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