PR News Measurement Hall of Fame: Past and Future Leaders

We present PR News' Measurement Hall of Fame inductees, class of 2011: Frank Ovaitt, Tim Marklein, Donna Coletti, Kathy Collins and Dr. James  Grunig. All will were honored at the March 1 PR Measurement Conference in Washington, D.C.

Donna Coletti, Director, International Communications & Market Research, Texas Instruments:
Coletti joined TI in 1990 and currently manages its market research function. She is also a member of the Institute for Public Relations ’ Commission on PR Measurement & Evaluation. A big influence on her work? “Becoming accredited by PRSA. The accreditation education teaches you how to write measurable objective statements,” says Coletti.

Kathy Collins, VP, Public Affairs and Policy Research, Harris Interactive: Collins has worked in communications since the 1980s (with a long stint at GM) in activities spanning community relations, internal communications, strategic planning, reputation management and research. Her current focus at Harris Interactive is supporting primarily nonprofit and foundation clients through comprehensive research efforts. What she’d be doing if she wasn’t in communications? “According to my mom, anything I want,” says Collins.

Dr. James Grunig, Professor Emeritus, University of Maryland: Grunig is a noted public relations theorist and the author of countless articles, books, chapters, papers and reports on PR theory. He was the first winner of the Pathfinder Award for excellence in academic research on public relations by the Institute for Public Relations Research and Education. His view on social media ROI? “I don’t believe that the ROI of public relations ever could be measured through media content analysis, so obviously I don’t believe it can be measured through content analysis of social media,” says Grunig. “I believe that the ROI of PR can only be measured by measuring relationships.”

Tim Marklein, Executive VP, Measurement & Strategy, Weber Shandwick: Marklein is an accomplished PR leader with 18 years’ experience helping companies launch new businesses, create market categories, build reputations, beat competitors, win proxy fights and grow their business. As the head of Weber Shandwick’s Measurement & Strategy practice, Marklein helps clients combine the right resources and methods to measure communications ROI across online and offline campaigns. Hot measurement issue this year: “Embedding social media metrics more broadly into a PR program,” says Marklein.

Frank Ovaitt, Executive VP, Makovsky + Company: Ovaitt’s expertise includes integrating research into public relations practice, employee communications and international PR. Mentors who have greatly influenced him? “Professors such as Richard Carter, Steven Chaffee and Jack McLeod who taught me communication research methods and design at the University of Wisconsin,” says Ovaitt.

See complete PR News premium roundtable discussion with the Measurement Hall of Fame inductees.