Each 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.
Measurement
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.
Tips For Measuring the Outcome of PR Efforts
August 17th, 2020 by Nicole RodriguesPR measurement need not be expensive or difficult. Moreover, with data proliferating in the digital environment, PR needs to measure its effort and demonstrate value. NRPR chief Nicole Rodrigues offers a review of measurement basics.
How to Avoid Letting Flashy Data Obscure Real B2B Sales Leads
August 12th, 2020 by Jamie KightleyWell-known publications with large circulation figures and numerous unique visitors to their online sites seem attractive targets for generating sales leads. However, placement in publications with small, targeted readerships might be a better route to generating leads and proving PR’s value.
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.
Value vs Vanity: Metrics that Matter for Digital Strategy
July 22nd, 2020 by Bill Collier and Dustin SigginsIt’s a constant struggle for digital strategists. Do you present shiny but ultimately useless vanity metrics? Or do you explain to those in charge that engagement rarely happens overnight, but is a long-term process? Our authors argue that there are ethical ways to demonstrate short-term value.
Weber Shandwick Releases and Owns Its Dismal Diversity Data
July 19th, 2020 by Seth ArensteinWeber Shandwick did a very good thing last week. It released diversity data for its senior levels. The data were dismal and the agency said as much. It also made the correct point that benchmarks are needed before you can make improvements. Though the agency needs to offer detail about how it will improve, Weber has taken a bold first step.
AMEC Summit is Virtual Yet Vital as Macnamara Tackles Misinformation
July 8th, 2020 by Seth ArensteinThe start of the AMEC Global Summit featured a terrific talk from well-known academic Jim Mcnamara. The Australian professor highlighted research from his new book, which looked at misinformation in various forms. A multi-faceted approach is needed to combat the scourge, he said.
Vanilla Ice, Airlines Need to Read the Room via Social Listening
July 2nd, 2020 by Nicole SchumanIt’s understandable that some want a break from the constant barrage of social media. But for brands and celebrities, spending more time engaging in social listening might be appropriate, particularly before making big decisions and announcements. Reading the room is basic PR.