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.
Stories by Mark Weiner
Data Hurts: A Better Way to Measure, Analyze and Evaluate PRAugust 1st, 2021 by Mark Weiner
Communication Insight Pros Bring a Variety of Talents, Experiences to PRJuly 1st, 2021 by Mark Weiner
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 ConsJune 1st, 2021 by Mark Weiner
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 ActivityMay 5th, 2021 by Mark Weiner
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 Mark Weiner
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 DifferentMarch 2nd, 2021 by Mark Weiner
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.
Using Research to Prepare for Quick Reaction to Emotional SituationsFebruary 2nd, 2021 by Mark Weiner
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.
The Landscape Analysis: Five Steps to Start 2021 RightJanuary 5th, 2021 by Mark Weiner
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.
Why Communication Analysis Continues to Need a Human ElementDecember 1st, 2020 by Mark Weiner
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 RoundtableNovember 3rd, 2020 by Mark Weiner
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.