PRSA Prime Research ConferenceWhat do GE, MasterCard, Walmart, Oracle, CEMEX, The Coca-Cola Company, Pepco and Nissan have in common?

Since each speaker offers a unique perspective on how their organizations use public relations research, it’s easy to assume that with the resources available to such large enterprises, their research is more sophisticated, more expensive and more complicated than anything “ordinary” PR people could attempt.  It may surprise you to learn that with everything these companies have in common, they also share one more similarity:  in each case, their PR measurement journey began simply, inexpensively and on a relatively small scale.

One of the great myths inhibiting wider adoption for research in public relations is the mistaken belief that research is too expensive or too complicated; that real pros know what works and what doesn’t; that they don’t need research to tell them what they already know.  While instinct and experience count, each conference presenter can say that in the high-stakes business environment in which we all operate now, the benefits of a good reputation matter more now than ever.  Conversely, the penalties for a poor reputation have never been greater. Good research guides decisions that lead to a better reputation and it provides the objective validation that every PR professional needs to communicate PR’s value to the business.

Never before has such a high concentration of top executives and thought leaders from the world’s greatest organizations been assembled in such an intimate conference setting

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