Stories by Mark Weiner

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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.

benchmarking

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.

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