For some in financial services the late-January phenomena of GameStop represented an existential threat. For others, it was a chance to take a position. In response, courageous executives acted. This was not possible without prior planning and consideration.
Stories by Mark Weiner

Using Research to Prepare for Quick Reaction to Emotional Situations
February 2nd, 2021 by Mark Weiner
The Landscape Analysis: Five Steps to Start 2021 Right
January 5th, 2021 by Mark WeinerTo succeed in 2021, we recommend “the Landscape Analysis” as the best way to catalog, evaluate and improve your situation. Even if you think you know the answers, the current atmosphere indicates a need to reassess the communication environment.

Why Communication Analysis Continues to Need a Human Element
December 1st, 2020 by Mark WeinerWhile counterintuitive, broad acceptance of technology to advance productivity and efficiency reveals a greater need for the human elements required to manage tools and think about data they generate.

PR Must Generate ROI as a Contributor to Overall Business Success, Says Virtual Roundtable
November 3rd, 2020 by Mark WeinerEach year, the public relations profession celebrates the role of communications research during Measurement Month, an international collective of free educational content organized by AMEC. To recognize the importance of measurement and evaluation in public relations, we assembled a virtual roundtable to explore the latest developments and best practices of the PR Measurati in the US.

Measuring ROI: Avoiding Catastrophic Cost Through PR’s Crisis Counseling
October 6th, 2020 by Mark WeinerOur measurement column looks at another route to ROI. This one centers on the value PR brings to the enterprise when it helps maintain reputation in the wake of a crisis. It’s all about market capitalization.

The Most Captivating Path to PR-ROI: Making the PR-to-Sales Connection
September 1st, 2020 by Mark WeinerIPR Measurement Commission member Mark Weiner examines how Ford Motor Company’s launch of the Ford Mustang Mach-E generated media coverage, awareness and sales. It’s an exercise that he argues proves PR’s influence on sales can be measured.

Proving the Most Accessible and Efficient Path to PR-ROI
August 4th, 2020 by Mark WeinerFor years, Adobe executives believed that getting a large volume of media coverage across a wide range of publications was more beneficial than fewer articles in targeted media. Using media measurement and analysis, Adobe’s Dr. Jennifer Bruce showed this was not the case.
Using Measurement to See Whether Brands Walked the Talk on #BLM
July 1st, 2020 by Mark WeinerIn August 2019, Business Roundtable released a statement on the purpose of a corporation (see PRNEWS, September, 2019). More than 180 CEOs, some from America’s largest firms, committed their companies to

Making the PR-to-Sales Connection: What’s Next in the ROI Equation?
March 1st, 2020 by Mark WeinerThe advent of attribution analysis for earned media means that PR practitioners can answer one of the profession’s most elusive PR-ROI questions: How and to what degree does PR generate sales? The question now is what comes next?

Eight Steps to Help Communicators Arrive at Actionable Insights
February 4th, 2020 by Mark WeinerPR pros recognize the advantages of data-informed communication: most subscribe to a platform and they have more data available to them than ever. Today the goal is actionable insights for better business decision-making. IPR Measurement Commission member Mark Weiner offers 8 ways to find those insights.