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.
Stories by Mark Weiner
Measuring ROI: Avoiding Catastrophic Cost Through PR’s Crisis CounselingOctober 6th, 2020 by Mark Weiner
The Most Captivating Path to PR-ROI: Making the PR-to-Sales ConnectionSeptember 1st, 2020 by Mark Weiner
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.
Proving the Most Accessible and Efficient Path to PR-ROIAugust 4th, 2020 by Mark Weiner
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 #BLMJuly 1st, 2020 by Mark Weiner
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
Making the PR-to-Sales Connection: What’s Next in the ROI Equation?March 1st, 2020 by Mark Weiner
The advent of attribution analysis for earned media means that PR practitioners can answer one of the profession’s most elusive PR-ROI questions: How and to what degree does PR generate sales? The question now is what comes next?
Eight Steps to Help Communicators Arrive at Actionable InsightsFebruary 4th, 2020 by Mark Weiner
PR pros recognize the advantages of data-informed communication: most subscribe to a platform and they have more data available to them than ever. Today the goal is actionable insights for better business decision-making. IPR Measurement Commission member Mark Weiner offers 8 ways to find those insights.
A Step-by-Step Approach for Communicators to Measure in 2020January 23rd, 2020 by Mark Weiner
You didn’t measure your communications effort in 2019? No matter, says IPR Measurement Commission member Mark Weiner. A speaker during PRNEWS’ Crisis and Measurement Summit next month in Miami, Weiner provides a basic framework to help you grab more budget in 2020 through measurement.
How Communicators Can Get Their Research Objectives Ready for 2020January 7th, 2020 by Mark Weiner
As the new year begins, communicators begin to set priorities for the coming twelve months. IPR Measurement Commission chief Mark Weiner provides a step-by-step guide to help PR pros to benchmark the previous year and plan for 2020.
Attribution Analysis: Why This Approach Could Help Revolutionize PROctober 1st, 2019 by Mark Weiner
In part II of a series IPR Measurement Commission chair Mark Weiner discusses new, supplemental approaches to measurement that promise to revolutionize PR. The spark for this uprising, he writes, is attribution analysis.
New Methods Emerge to Link Earned Media with Business OutcomesSeptember 1st, 2019 by Mark Weiner
As professional communicators, we must align common practice with the business community’s demands. If executives require information and context to determine which investments are most likely to produce viable long-term success, PR’s earned media data stream must integrate with other business data. The good news is that new ways to measure earned media are at hand.