Measurement

image_pdfimage_print

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.

A Flight to Nowhere Proves It’s The Experience, Not the Destination

October 13th, 2020 by

It’s great when brands and organizations have purpose. On the other hand, a survey of your target audience might show that this moment calls for garden-variety fun, purpose be damned. Several aviation companies are earning revenue by pushing the experience of flying, not the destination. And one carrier boasts full aircraft though their tires never leave the tarmac.

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.

Tips For Measuring the Outcome of PR Efforts

August 17th, 2020 by

PR measurement need not be expensive or difficult. Moreover, with data proliferating in the digital environment, PR needs to measure its effort and demonstrate value. NRPR chief Nicole Rodrigues offers a review of measurement basics.

newspapers lined up

How to Avoid Letting Flashy Data Obscure Real B2B Sales Leads

August 12th, 2020 by

Well-known publications with large circulation figures and numerous unique visitors to their online sites seem attractive targets for generating sales leads. However, placement in publications with small, targeted readerships might be a better route to generating leads and proving PR’s value.

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.

Value vs Vanity: Metrics that Matter for Digital Strategy

July 22nd, 2020 by

It’s a constant struggle for digital strategists. Do you present shiny but ultimately useless vanity metrics? Or do you explain to those in charge that engagement rarely happens overnight, but is a long-term process? Our authors argue that there are ethical ways to demonstrate short-term value.

diversity

Weber Shandwick Releases and Owns Its Dismal Diversity Data

July 19th, 2020 by

Weber Shandwick did a very good thing last week. It released diversity data for its senior levels. The data were dismal and the agency said as much. It also made the correct point that benchmarks are needed before you can make improvements. Though the agency needs to offer detail about how it will improve, Weber has taken a bold first step.

AMEC Summit is Virtual Yet Vital as Macnamara Tackles Misinformation

July 8th, 2020 by

The start of the AMEC Global Summit featured a terrific talk from well-known academic Jim Mcnamara. The Australian professor highlighted research from his new book, which looked at misinformation in various forms. A multi-faceted approach is needed to combat the scourge, he said.