â–¶ PR Pros Should Brush Up on Mobile: Almost three-quarters (73%) of mobile phone users (both smartphones and other types) in the U.S. use their phones daily to visit social networking sites; sometimes more than once each day, says a March 2011 study by ABI Research. Other findings include:
• The phone is the preferred device by nearly half of those who access mobile social networks.
• Other most popular phone-based activities are: checking e-mail (80%); checking weather and reading news (63% each); playing music or viewing stock quotes (53% each); checking sports scores (51%); and searching for information (48%).
Source: ABI Research
â–¶ Soothing Environment Drives Consumers: Remember this at product launch time—a study by researchers at Columbia Business School finds that consumers value products on average 10% more when in a relaxing environment. Other findings include:
• Relaxed participants bid 15% higher than the market price for a digital camera, whereas the less-relaxed ones bid closer to the market price.
• Relaxed customers also found “exciting” products or services, like bungee jumping, as better investments. PRN
Source: Columbia Business School
PR Myth of the Month: Costs Outweigh Benefits of PR Research
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In “Myth of the Month,” Mark Weiner (right), CEO of PRIME Research LLP, dispels some false assumptions about public relations.
Myth: When it comes to PR research and evaluation, the costs outweigh the benefits.
Truth: The basis of this myth is that PR research must be expensive to be good: the truth is that proper research can be executed for a small fraction of the PR budget…1% or lower in some cases. Clients know PR can be measured economically and that it must be measured properly to be expertly managed and to deliver the desired results. “Proper” research and evaluation enables the PR pro to set better objectives, develop smarter strategies and evaluate performance for continuous improvement. So, while a level of investment is required, the better question might be “what is the cost of not improving performance when competitors are improving theirs?”
Contact Mark Weiner at [email protected].