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. Exploring the Link Between Volume of Media Coverage and Business Outcomes Angela Jeffrey, David Michaelson, and Don W. Stacks 2006

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. Jack Felton Golden Ruler Award “Proof: Porter Novelli Key Message Assessment & Optimization” Jack Felton […]

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 […]

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 […]

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. Public Relations Research For Planning and Evaluation Resource Booklet by Walter K. Lindenmann 2006

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 […]

Brad Rawlins

Prioritizing Stakeholders for Public Relations

By reviewing the literature in stakeholder theory, stakeholder management, and public relations, this paper arrives at a model that prioritizes stakeholders through a four-step process: Identifying all potential stakeholders according to their relationship to the organization Prioritizing stakeholders by attributes Prioritizing stakeholders by relationship to the situation Prioritizing the publics according to the communication strategy […]

Perspectives on the ROI of Media Relations Publicity Efforts

May 2006 – This paper discusses several different approaches to deriving a Return-on-Investment (ROI) for the support provided by media relations publicity efforts within a marketing campaign. The primary questions discussed in the paper are whether it is possible to show that media publicity helped generate sales or other business outcomes, and can a financial […]

Dictionary of Public Relations Measurement and Research, Second Edition

2006 – The Dictionary of Public Relations Measurement and Research has become one of the most popular papers the Institute for Public Relations has ever published.  This second edition covers an expanded number of terms, with input from a broader group of scholars and research experts. This is a Gold Standard paper that has been […]

A New Model for Media Content Analysis

2005 – The premise of the authors is that the media content analysis methods commonly in use fail to address the fundamental information needs of public relations professionals. Currently public relations professionals rely on eight basic methods of content analysis. This paper reviews each of these methods and points out the fundamental flaws in each […]

You Are Now Free To Link PR and Sales

2005 – We welcome you to review these winning entries as great examples of effective use of professional measurement techniques in public relations. Click on the links below to download the entries in PDF format. Southwest Airlines with SEO-PR, “You Are Now Free to Link PR and Sales” Golden Ruler Award for Excellence in Public […]

A Guide for Measuring Event Sponsorships

2005 – As organizations strive to develop multi-faceted relationships with their customers and other publics, events have emerged as an excellent channel. This paper will present an overview of the field and several methods for evaluating events.  These research tools are appropriate for both large and small organizations, and for large and small evaluation budgets. […]