Stories by Mark Weiner

The Most Captivating Path to PR-ROI: Making the PR-to-Sales Connection

September 1st, 2020 by

IPR 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.

newspapers lined up

Proving the Most Accessible and Efficient Path to PR-ROI

August 4th, 2020 by

For 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.

Using Measurement to See Whether Brands Walked the Talk on #BLM

July 1st, 2020 by

In August 2019, Business Roundtable released a statement on the purpose of a corporation (see PRNEWS, September, 2019). More than 180 CEOs, some from America’s largest firms, committed their companies to

Making the PR-to-Sales Connection: What’s Next in the ROI Equation?

March 1st, 2020 by

The advent of attribution analysis for earned media means that PR practitioners can answer one of the profession’s most elusive PR-ROI questions: How and to what degree does PR generate sales? The question now is what comes next?

Eight Steps to Help Communicators Arrive at Actionable Insights

February 4th, 2020 by

PR pros recognize the advantages of data-informed communication: most subscribe to a platform and they have more data available to them than ever. Today the goal is actionable insights for better business decision-making. IPR Measurement Commission member Mark Weiner offers 8 ways to find those insights.

A Step-by-Step Approach for Communicators to Measure in 2020

January 23rd, 2020 by

You didn’t measure your communications effort in 2019? No matter, says IPR Measurement Commission member Mark Weiner. A speaker during PRNEWS’ Crisis and Measurement Summit next month in Miami, Weiner provides a basic framework to help you grab more budget in 2020 through measurement.

How Communicators Can Get Their Research Objectives Ready for 2020

January 7th, 2020 by

As the new year begins, communicators begin to set priorities for the coming twelve months. IPR Measurement Commission chief Mark Weiner provides a step-by-step guide to help PR pros to benchmark the previous year and plan for 2020.

Attribution Analysis: Why This Approach Could Help Revolutionize PR

October 1st, 2019 by

In part II of a series IPR Measurement Commission chair Mark Weiner discusses new, supplemental approaches to measurement that promise to revolutionize PR. The spark for this uprising, he writes, is attribution analysis.

New Methods Emerge to Link Earned Media with Business Outcomes

September 1st, 2019 by

As professional communicators, we must align common practice with the business community’s demands. If executives require information and context to determine which investments are most likely to produce viable long-term success, PR’s earned media data stream must integrate with other business data. The good news is that new ways to measure earned media are at hand.

The Importance of Measurable Public Relations

November 20th, 2017 by

Measurement is said to be PR’s albatross. Heck, many PR pros entered the field specifically so they could avoid working with numbers. Fortunately, measuring and mining data for PR insights are far less complicated operations than measurement naysayers would have you believe. Advocating for measurement programs, our author says you can begin a measurement effort simply and inexpensively.