Stories by Mark Weiner

In PR we contend with many myths that continue to endure despite advances in the profession. Some of the most enduring relate to the science of PR. In this column, we will expose some PR conventions as myths, while explaining why they’re myths and sharing supportive details about the true state of the profession.

Despite the heavy emphasis on real-time solutions, there are some cases when even the near-past is too old. Knowing what happened will always be valuable as it helps to inform current thinking, but it isn’t the complete picture for effective diagnostics and decision-making. Here, we discuss the four stalwarts of communications research and analysis: Descriptive, Diagnostic, Predictive and Prescriptive.

In popular language, limbo is an indeterminate place where one awaits a decision. It’s pleasant enough but devoid of bliss or pain. I don’t fully understand the religious form of limbo, but I’m very familiar with the PR version: It’s where measurement deniers go after a year-end performance evaluation that’s ambiguous, unfulfilling and offers no guidance. And yet, most communicators choose limbo over measurement.

It may be too late to change 2021 results, but you can approach New Year planning by asking executives, team members and yourself some important questions, according to columnist Mark Weiner.

What’s the next big thing for communications research and evaluation? It’s a good question to ponder as we celebrate Measurement Month.

Every autumn, the dualities of research and evaluation emerge: we rely on data and analysis providers to help evaluate our year-to-date performance and depend on their data to inform communication decisions. Simultaneously, and perhaps ironically, as we look to analytics providers to inform our performance evaluation, we evaluate them as the annual renewal approaches.

Target-audience penetration is key to a successful media relations strategy and the tactics that follow. Technology, research and insights provide detailed information about the audiences you need to reach and how to reach them.

Interest in PR measurement, research and evaluation have never been greater, for two main reasons: low-cost SaaS platforms put media analysis within reach of even the smallest organizations; and C-suites demand PR be measured, just like every other part of the enterprise.

PR data, research and evaluation continue to flourish in agencies, non-profits and corporations large and small. To encourage those considering the field and inform hiring decisions, we spoke with seven corporate members of the Institute for Public Relations Measurement Commission.Each delivers research-based insight and guidance to communication colleagues.

With so many software choices and cascades of data, the question changes from ‘Which platform(s) do I buy?’ to ‘How do I manage the tool(s) and interpret the data?’ Communicators eventually find themselves bumping up against the limitations of what technology alone can do. In response, tools are neglected and investment is wasted.