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Public Relations Research Standards Advance To Customer Panel Review
Three major steps toward standards for public relations research and measurement were unveiled today, addressing traditional media analysis, ethics and social media measurement.
Today's unveiling included a paper from the IPR Measurement Commission on "Proposed Interim Standards for Metrics in Traditional Media Analysis." The paper, authored by Marianne Eisenmann, Chandler Chicco Companies, makes recommendations for calculating some of the most common data points in traditional media analysis.
At this week's AMEC European Summit on Measurement, the first phase of proposed interim standards for social media measurement will be presented by Tim Marklein, W2O Group.
Finally, the IPR Measurement Commission has published a paper by Shannon Bowen, Syracuse University, on "Ethical Standards and Guidelines for Public Relations Research and Measurement." This discussion document will be further developed as proposed interim standards for ethics in research and measurement.
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Proposed Interim Standards for Metrics in Traditional Media AnalysisIn the absence of an industry-wide methodology for data collection and analysis, in-house communication teams and their PR agencies use inconsistent definitions and calculations for results reporting. This frustrates management and puts budgets and resources at risk. Now, members of the IPR Measurement Commission are offering recommendations on how to calculate some of the most commonly debated data points in traditional media analysis that are core to PR measurement and evaluation. The measures provide suggestions on other essential media metrics as a continuation of this document. The overall recommendation seeks to ensure that measures used in analysis are well-formulated and implemented by (i) gaining agreement from the start among all relevant parties, (ii) offering transparency about the methodology used in the analysis and, (iii) remaining consistent throughout the analysis and any subsequent studies.
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Public Relations Leadership Forum
August 22-23, 2012 - ChicagoThe Public Relations Leadership Forum is an intense seminar for mid-career communications managers at Global 1000 companies and public relations firms. This unique program will focus on the effective use of research in planning and implementing public relations activities. Keith Burton, President of Insidedge, GolinHarris's fast-growing, global employee communications group will present at one of the sessions. Dr. Marcia W. DiStaso, Penn State University, is another member of the instructional team. Her research focuses on social media, investor relations and financial communication. The all inclusive registration fee of $1,950 includes tuition, an extensive set of seminar materials, a welcome networking reception and dinner Wednesday evening, plus breakfast and lunch on Thursday. Group discounts are available. Please contact Jenn Moyer at JMoyer@jou.ufl.edu
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