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
Measurement
Case Study: Fueled by Research and Measurement, Shell Oil Rehabilitates a Tainted Image
September 29th, 2008 by PRNEWSTip Sheet: Ten Questions to Ask a Media Measurement Firm
September 29th, 2008 by PRNEWSBy 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 PRNEWSMeasurement 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 PRNEWSBy 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 PRNEWSIn 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 Lana ZeksterExcerpt 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 Lana ZeksterWhen 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 Lana ZeksterDeliver 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 Lana ZeksterI 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.
Measuring Corporate Reputation, Part II: Unrolling The Road Map, Reaching A Goal
November 3rd, 2006 by Lana ZeksterA common childhood retort comes to mind when contemplating the state of one’s corporate reputation: "Sticks and stones may break my bones, but words will never hurt me."