Stories by Mark Weiner

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Communication Insight Pros Bring a Variety of Talents, Experiences to PR

July 1st, 2021 by

PR data, research and evaluation continue to flourish in agencies, non-profits and corporations large and small. To encourage those considering the field and inform hiring decisions, we spoke with seven corporate members of the Institute for Public Relations Measurement Commission.Each delivers research-based insight and guidance to communication colleagues.

As 2022 Budget Planning Beckons, Consider PR Tools’ Pros and Cons

June 1st, 2021 by

With so many software choices and cascades of data, the question changes from ‘Which platform(s) do I buy?’ to ‘How do I manage the tool(s) and interpret the data?’ Communicators eventually find themselves bumping up against the limitations of what technology alone can do. In response, tools are neglected and investment is wasted.

The Six-Step Philosophy Makes PR a Fact-Based, Successful Activity

May 5th, 2021 by

For those interested in approaching PR as a research-and-reality-informed process, there is a simple framework: ‘the Public Relations continuum.’ The six-step cycle drives continual improvement, versus objectives and against competitors, to provide opportunities for refinement with every rotation.

A Case for Research: ‘Begin Simply and Simply Begin’

April 6th, 2021 by

Research is more accessible now to more professional communicators. What’s more, communication technology platforms are ubiquitous and at many price points…some cost nothing! With free and low-cost technology, the decision to measure, even with a modest budget, is a matter of willingness rather than ability.

The Importance of Benchmarking Media and Why 2021 is Different

March 2nd, 2021 by

Without the context of comparative analysis, one can pursue what seems like a proper PR plan. Set measurable objectives, develop data-informed strategy and tactics, and evaluate performance…and get everything absolutely wrong.

emotion

Using Research to Prepare for Quick Reaction to Emotional Situations

February 2nd, 2021 by

For some in financial services the late-January phenomena of GameStop represented an existential threat. For others, it was a chance to take a position. In response, courageous executives acted. This was not possible without prior planning and consideration.

analysis

The Landscape Analysis: Five Steps to Start 2021 Right

January 5th, 2021 by

To succeed in 2021, we recommend “the Landscape Analysis” as the best way to catalog, evaluate and improve your situation. Even if you think you know the answers, the current atmosphere indicates a need to reassess the communication environment.

human and tech

Why Communication Analysis Continues to Need a Human Element

December 1st, 2020 by

While counterintuitive, broad acceptance of technology to advance productivity and efficiency reveals a greater need for the human elements required to manage tools and think about data they generate.

PR Must Generate ROI as a Contributor to Overall Business Success, Says Virtual Roundtable

November 3rd, 2020 by

Each year, the public relations profession celebrates the role of communications research during Measurement Month, an international collective of free educational content organized by AMEC. To recognize the importance of measurement and evaluation in public relations, we assembled a virtual roundtable to explore the latest developments and best practices of the PR Measurati in the US.

Measuring ROI: Avoiding Catastrophic Cost Through PR’s Crisis Counseling

October 6th, 2020 by

Our measurement column looks at another route to ROI. This one centers on the value PR brings to the enterprise when it helps maintain reputation in the wake of a crisis. It’s all about market capitalization.