Research Methods
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 ...
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 ...
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.
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.
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.
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 return be attributed to the publicity?
In the more than three years since the Dictionary of Public Relations Measurement and Research was first released, it has become one of the most popular papers the Institute for Public Relations has ...
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 of these approaches.
Designing and Implementing Your Communication’s Dashboard: Lessons Learned
The author has designed hundreds of dashboards for communications professionals. This work has involved developing and testing questions that help communications professionals articulate their definitions of excellence. The purpose of this paper is to outline the techniques used to help define priorities as well as to discuss specific examples of how dashboards worked for different organizations, including non-profits, governmental agencies as well as corporations and PR firms.
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