Frank Ovaitt, Institute for Public Relations

In honor of IPR's 60th Anniversary, Frank Ovaitt, CEO Emeritus of IPR, reflects on the development of PR research, measurement and evaluation.
For 60 years, IPR has been dedicated to fostering greater use of research and measurement. Are we walking the walk as much as all the awards and conferences might imply? And if not, what are we afraid of?

Could it be commitment? Once we have carefully thought through our contributions to the organizations and clients we serve, turning that into a measurable objective only happens when we're ready to make a commitment. Read more.
Linda Locke and Mike Ziegler, Standing Partnership

Why do we prefer one company to another? It is easy to think that good pricing, an innovative marketing campaign and high-quality products are enough motivation, but they are not. Stakeholders want more in 2016.

We make these kinds of decisions every day, often without hesitation, because most choices to purchase products and do business with a company are built on an emotional reaction to what we think about those companies. Trust is an emotional connection with an organization that results in business impact, including more operational freedoms and a competitive advantage. Read more.
Mary Beth Perry, Institute for Public Relations

The release of "Beyond the Hype: The Hard Work Behind Analytics Success," a study by the MIT Sloan Management Review and SAS Institute, reveals a significant and continued decline in the percentage of organizations reporting gained competitive advantage from analytics.

The study attributes this decline to the increase of analytics usage and availability within the market, which "levels the playing field" and makes it more difficult for companies to keep an advantage. In the past, the use of data was a competitive advantage in itself, but now it is more often viewed as a necessity. Read more.


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