Measurement

Measuring Agency Profitability Goals: How You Can Reach Them

October 20th, 2008 by

Even in this inscrutable economy, PR agency directors and owners are still earning a nice living, clients are remaining and talent is plentiful. Why fret about profitability? Well, I’m here to tell you that attention… Continued

Case Study: Fueled by Research and Measurement, Shell Oil Rehabilitates a Tainted Image

September 29th, 2008 by

Organization: Shell Oil Company Agency: Burson-Marsteller; Penn, Schoen & Berland Timeframe: 2006 – 2007 When Shell Oil Company undertook an 18-month face-to-face campaign to build public understanding of energy issues, research and measurement quickly became… Continued

Tip Sheet: Ten Questions to Ask a Media Measurement Firm

September 29th, 2008 by

By Mark Weiner A study sponsored in part by the Institute for Public Relations and The Arthur Page Society revealed that, while executives who fund PR programs desire measurement to gauge performance and ROI, they… Continued

Looking for Evidence: New Measurement Approach Turns Old Tactics Upside Down

August 4th, 2008 by

Measurement is the bread and butter for communications executives, as this professional population is constantly on the lookout for tangible ways to quantify their efforts and, in turn, get buy-in from the powers that be… Continued

Tip Sheet: Manage by the Numbers to Increase Profitability

July 21st, 2008 by

By Rick Gould In the PR agency business, consider a recessionary period to be any point when your operating profit drops below 20% of the top of the line. It may sound harsh, but there… Continued

Mining Hidden Treasure of Media Analysis Research: Building Value Beyond PR

February 18th, 2008 by

In more than 20 years of delivering media analysis programs to major companies, organizations and PR counsel, it has always been, and still remains, a puzzle as to why media analysis research seems so little… Continued

Proving Your Worth: What Does Success Look Like?

August 3rd, 2007 by

Excerpt from Just-Published Guide to PR Measurement It’s the bane of any public relations professional’s existence.  How do you make clients and superiors – or  the decision makers who hold the purse strings – understand… Continued

Tip Sheet: Why Most Measurement Systems Are Bogus (And How To Make Yours Better)

July 12th, 2007 by

When Henry Ford first started to produce his Model T cars, he used to say that you can have any color you want – so long as it’s black.

Tip Sheet: Embracing The Clarity Of Measurement

March 6th, 2007 by

Deliver significant media awareness…cut through the frenzied media clutter in a fun and buzz-worthy way…deliver media splash and an emotional connection.

Tip Sheet: Who Says No One’s Measuring?

December 21st, 2006 by

I recently had a conversion experience. No, it wasn’t religious! It was, instead, related to the PR measurement world, and to my new-found faith in my fellow practitioners.