2005 – There has been a good deal of attention in recent years on how important it is to measure and evaluate the effectiveness of public relations programs and activities. Dozens of articles, booklets and reports have been published giving advice and counsel on how PR practitioners might more effectively build research, measurement and evaluation … Continue reading Putting PR Measurement and Evaluation Into Historical Perspective
August 2001 – There is an important message in all this for America’s policymakers, government and business leaders in general and for those of us in public relations more specifically. That message is: Don’t look to the polls, or to any other information or intelligence which you may gather either on-line or off-line, for a … Continue reading Let’s Put Meaning Into Public Relations Research
May 2001 – I have observed public relations practice around the world as a scholarly researcher for over 35 years. In general, I believe five trends are occurring. First, public relations is becoming a profession with a scholarly body of knowledge. Second, public relations is becoming a management function rather than only a technical communication … Continue reading The Role of Public Relations in Management And Its Contribution to Organizational and Societal Effectiveness
2004 – This bibliography provides the reader with a systematic approach to building knowledge about measurement and evaluation in public relations. It makes no assumptions about the reader’s level of research sophistication. Indeed, the bibliography has been devised to walk the reader through sources from general readers in research and measurement, to the origins of … Continue reading Bibliography of Public Relations Measurement
2004 – There is a growing trend toward people using the Internet to get their news and to investigate particular issues and organizations. After reading this paper you will be able to evaluate the offerings of the various commercial services that have begun providing data on Internet audiences. You will understand the jargon and how … Continue reading A Primer in Internet Audience Measurement
1997, 2003 – This guidebook sets minimum standards when it comes to measuring and evaluating the effectiveness of specific short-term PR programs, strategies, activities and tactics against pre-determined outputs, outtakes and outcomes. This is a Gold Standard paper that has been selected by the Commission on Public Relations Measurement & Evaluation for its expert contribution … Continue reading Guidelines and Standards for Measuring the Effectiveness of PR Programs and Activities
2003 – The idea of Advertising Value Equivalency (AVE) has been around for many years. It has generated much debate in the Public Relations industry, with this debate focusing on both its reliability and validity. Many people are attracted to it because it appears able to put a dollar value on media coverage and, by … Continue reading Advertising Value Equivalency
2003 – The goal of this paper is to introduce the basic concepts of investor relations and the measurement of that function. It is intended to be a primer rather than an advanced textbook. Investors and those who influence investors are a multi-dimensional and interconnected constituency. To be effective, investor relations executives need to understand … Continue reading What You Need To Know To Measure Investor Relations
2003 – This presentation, a Sears, Roebuck and Co. case study, was presented by Tom Nicholson at the 2003 International Public Relations Research Conference. It describes the company’s approach to measuring public relations success both externally and internally, and linking the two by demonstrating how improved employee attitudes contribute to improved customer attitudes. Click on … Continue reading Measuring Success: Both Externally and Internally
One in five Americans knows and regularly talks with a General Motors employee. Employee contact is one of the most credible sources of information about the company and the products. So how does GM measure the effectiveness of employee communications? This presentation offers a case study. Click on the preview below to advance to the … Continue reading Measuring the Effectiveness of Employee Communications
2002 – The survival of an organization’s reputation during a crisis depends on its internal culture, the strength of its communications, and the integrity of its leadership. Despite the urgency of all management and communications efforts in a crisis, today’s technologies make it possible to effectively monitor public impact and reaction virtually in real-time, and … Continue reading How to Measure Your Results in a Crisis
April 2002 – How do you measure the effectiveness of your web public relations efforts? Essentially the same way you’d measure any other marketing efforts. The first, and most difficult, question each Internet marketer needs to ask is: What do you hope to accomplish with your web efforts? There are at least three major categories … Continue reading Measures of Success for Cyberspace