Translating Measurement Jargon

January 9th, 2009 by

Outputs: What is said, quantified by analyzing content based on:

How To…Improve ROI in a Tough Economy

January 5th, 2009 by

It’s an unfortunate reality of business: When the economy takes a turn for the worse, marketing, advertising and public relations are among the first budget items businesses cut. But in tough economic times, it’s more… Continued

Measurement Redux: PR’s Holy Grail Still Tests Business Intangibles

December 15th, 2008 by

Calling measurement the Holy Grail of PR is as cliché as revisiting the struggle to get a seat at the table, yet somehow the term’s continued relevance (despite drastic changes to the communications landscape) justifies… Continued

2008 PR News Platinum PR Issue Winner: Research/Measurement

December 11th, 2008 by

The winners and honorable mentions in this year’s PR news Platinum PR awards issue exemplify the most innovative approaches to redefining traditional PR with anything-but- traditional strategies. From a marketing communications effort that united a… Continued

Measuring ROI in the Blogosphere: Harnessing an Unregulated Space

October 27th, 2008 by

To say the blogosphere has been growing at a locomotive rate the past few years is to make an excessive understatement. Consider these statistics culled from a March 2008 study conducted by Universal McCann: 77%… Continued

Measuring Agency Profitability Goals: How You Can Reach Them

October 20th, 2008 by

Even in this inscrutable economy, PR agency directors and owners are still earning a nice living, clients are remaining and talent is plentiful. Why fret about profitability? Well, I’m here to tell you that attention… Continued

Case Study: Fueled by Research and Measurement, Shell Oil Rehabilitates a Tainted Image

September 29th, 2008 by

Organization: Shell Oil Company Agency: Burson-Marsteller; Penn, Schoen & Berland Timeframe: 2006 – 2007 When Shell Oil Company undertook an 18-month face-to-face campaign to build public understanding of energy issues, research and measurement quickly became… Continued

Tip Sheet: Ten Questions to Ask a Media Measurement Firm

September 29th, 2008 by

By Mark Weiner A study sponsored in part by the Institute for Public Relations and The Arthur Page Society revealed that, while executives who fund PR programs desire measurement to gauge performance and ROI, they… Continued

Looking for Evidence: New Measurement Approach Turns Old Tactics Upside Down

August 4th, 2008 by

Measurement is the bread and butter for communications executives, as this professional population is constantly on the lookout for tangible ways to quantify their efforts and, in turn, get buy-in from the powers that be… Continued

Tip Sheet: Manage by the Numbers to Increase Profitability

July 21st, 2008 by

By Rick Gould In the PR agency business, consider a recessionary period to be any point when your operating profit drops below 20% of the top of the line. It may sound harsh, but there… Continued