Stories by Mark Weiner

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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.

Data Hurts: A Better Way to Measure, Analyze and Evaluate PR

August 1st, 2021 by

Interest in PR measurement, research and evaluation have never been greater, for two main reasons: low-cost SaaS platforms put media analysis within reach of even the smallest organizations; and C-suites demand PR be measured, just like every other part of the enterprise.

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.