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Using Research and Measurement for a Company Rebranding Effort

American Water overhaults its brand thanks to an organized measurement and research program. | MORE »

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Risky Business: Agency Tackles Economic Realities Head-On

A small agency feels the economic pinch and adopts a "distributed" organizational model, wherein employees work from various locations rather than in a central office. The result: cost savings and improved client service. This model, however, is not without its drawbacks. | MORE »

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Adopting a Qualitative Approach to Media Measurement Assessment

In addition to a case study, the following offers a step-by-step approach to how you can measure your media efforts. | MORE »

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So Your Organization Has Been Sued: What Now?

Lawsuits come in all shapes and sizes. Those that become “business killers” are in a category by themselves and have increased in frequency in this last recession, especially securities cases. This provides unique opportunities for PR executives. But it also requires us to see the strategic issues in broader terms, and thus beyond the tactical mechanics of “message.” | MORE »

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Hospital Brings Healthcare Field Alive for High Schoolers In a Brand-Lifting Community Relations Campaign

Over the past few years, the two major healthcare systems serving Dayton, Ohio, and surrounding areas have negotiated marketing partnership agreements with 10 local schools to provide athletic trainers for student sports programs and for naming rights of various school buildings and sports complexes. | MORE »

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The CSR Reporting Journey: How to Move Internal Stakeholders From Support to Understanding and Action

CSR reporting cannot be the end all and be all. It helps companies identify issues and promote what they are doing well all at the same time. But to have true change within a company, to move from being a company that just reports, there are several hurdles to overcome. | MORE »

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Leveraging The Four C’s Approach to Social Media Analytics

Believe it or not, social media can be measured. The following outlines a program that can help marketers measure Web 2.0 in a way that’s even better than measuring Web 1.0. | MORE »

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How to Mobilize a Strategy to Prevent Social Media Litigation

As social media comes of age in 2010, so will the legal issues that surround it in terms of what constitutes an endorsement on a blog or by other "word-of-mouth" marketers. Following are several steps organizations should take to protect themselves from social media litigation. | MORE »

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Best Practices for Measuring ROI in Social Media

Following are guidelines to use when tracking ROI in your social media efforts: | MORE »

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Green Agenda: Convert Awareness to Action

As the economic stimulus plan takes shape in Washington, some clear potential winners are energy efficiency programs, renewable energy sectors such as wind, solar and biofuels and alternative fuel and electric vehicles. | MORE »

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