Stories by Mark Weiner

Expertise and corporate consultancy. Idea of strategy management and troubleshooting. Flat vector illustration

Tips for Those Joining the Consulting Class

March 21st, 2023 by

Whether by choice or by necessity, those who now reside in the consulting class would be wise to consider these questions and advice from our contributor.

Resources for Research-Minded Communicators

October 26th, 2022 by

In addition to this column, which is only one of many essays PRNEWS devotes to PR analytics and advisory themes, additional options exist for those readers eager to learn more.

You Need the Chicken and the Egg: Quelling Illusions of Content Analysis

August 2nd, 2022 by

Common wisdom says PR pros must choose humans or machines when conducting media content analysis. The common wisdom is wrong.

Measurement Myths that Hamper Public Relations

April 27th, 2022 by

In PR we contend with many myths that continue to endure despite advances in the profession. Some of the most enduring relate to the science of PR. In this column, we will expose some PR conventions as myths, while explaining why they’re myths and sharing supportive details about the true state of the profession.

The Four Stalwarts of Communication Analytics

January 27th, 2022 by

Despite the heavy emphasis on real-time solutions, there are some cases when even the near-past is too old. Knowing what happened will always be valuable as it helps to inform current thinking, but it isn’t the complete picture for effective diagnostics and decision-making. Here, we discuss the four stalwarts of communications research and analysis: Descriptive, Diagnostic, Predictive and Prescriptive.

How to Exit PR Limbo at the Start of the Year

January 3rd, 2022 by

In popular language, limbo is an indeterminate place where one awaits a decision. It’s pleasant enough but devoid of bliss or pain. I don’t fully understand the religious form of limbo, but I’m very familiar with the PR version: It’s where measurement deniers go after a year-end performance evaluation that’s ambiguous, unfulfilling and offers no guidance. And yet, most communicators choose limbo over measurement.

Seven Questions to Ask as You Plan for the New Year

December 1st, 2021 by

It may be too late to change 2021 results, but you can approach New Year planning by asking executives, team members and yourself some important questions, according to columnist Mark Weiner.

Next Big Thing: Non-Financial Factors will Link PR, Reputation & Share Price

November 1st, 2021 by

What’s the next big thing for communications research and evaluation? It’s a good question to ponder as we celebrate Measurement Month.

How to Get the Most from Your Research and Evaluation Investment

October 1st, 2021 by

Every autumn, the dualities of research and evaluation emerge: we rely on data and analysis providers to help evaluate our year-to-date performance and depend on their data to inform communication decisions. Simultaneously, and perhaps ironically, as we look to analytics providers to inform our performance evaluation, we evaluate them as the annual renewal approaches.

Media Relations Strategy Begins with a Data-Informed Basis for Targeting

September 1st, 2021 by

Target-audience penetration is key to a successful media relations strategy and the tactics that follow. Technology, research and insights provide detailed information about the audiences you need to reach and how to reach them.