Measurement and Evaluation
The Toyota recall crisis: Media impact on Toyota’s corporate brand reputation
Winner of the 2011 Jack Felton Golden Ruler Award for excellence in research, measurement and evaluation, this study applied predictive analytics in an action-oriented and cost-effective model to show how corporate reputation can be directly predicted by document sentiment.
The award was presented at the 2011 North American Summit on PR Measurement. The video and presentation are available below:
Video
Presentation
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, ...
Barcelona Declaration of Measurement Principles
The Barcelona Declaration of Measurement Principles addresses the need for clear standards and common approaches to measuring and evaluating public relations results. The principles were adopted by delegates attending at the 2nd European Summit on Measurement.
A New Paradigm for Media Analysis: Weighted Media Cost
An Addendum to: "Advertising Value Equivalency (AVE)"
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 ...
Using Public Relations Research to Drive Business Results
2008 – This paper will primarily focus on tying public relations programs to business results. It examines how a variety of organizations have used PR measurement systems to demonstrate the business outcomes of their efforts. Its purpose is to encourage the use of data-driven decision-making within the PR profession. It considers the setting of measurable goals and objectives and provides six case studies from the technology, defense, retail, airline, utility and healthcare industries in which research has been used to further business goals and communications objectives.
The Fork in the Road of Media and Communication Theory and Practice
2007 – Industry and professional studies show that public relations and corporate communication practitioners continue to not use research to plan and measure their activities in a majority of cases despite management demand. The reasons advanced for this are primarily lack of budget and lack of time to undertake research. This paper argues that there are other more fundamental underlying factors that need to be recognised including a ‘fork in the road’ in the development of modern public relations and corporate communication practice that is a critical issue to address.
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
The More Things Change, the More They Remain the Same
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 ...
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