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Measuring the Financial and Investment Community

Posted by Alan Chumley in September 1st 2010  

Communications and investor relations measurement (in the financial and investment community) is often binary — one-zero, on-off, up-down. Did our stock go up? Are analysts recommending our stock? More than before?

A complex cluster of stakeholders — portfolio managers, stockbrokers, institutional investors, individual investors and the financial media — couldn’t possibly be adequately benchmarked and tracked in simple binary terms. Ideally we should be looking not only at outputs (the how much and how good) but also outcomes (with what effect).

For example, with a hat tip to material from an Institute for Public Relations’ Measurement Commission paper and with some additional original thinking injected:

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under: 2010 International Conference: Powering PRogress, Corporate Communications and Public Relations, Financial Communications & Investor Relations, Measurement, Research & Evaluation, PRSA Conferences, PRSA International Conference
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Measuring Stakeholder Relationships: A Case Study

Posted by Alan Chumley in July 30th 2010  

We work in an increasingly ‘direct-to-stakeholder’ world. Stakeholder, influencer, key opinion leader relationships are everything in this business. So if the industry is investing time and money in initiating, building and maintaining relationships with stakeholders for mutual benefit, then there sure better be a way to first diagnose the situation, respond to it, then measure success.  

In Theory
There are. Methods exist to quantifiably benchmark and track the quality of stakeholder relationships (customers, interest groups, investors, employees, vendors, government officials, etc.) over time. It’s an index used to establish a diagnostic benchmark, build a campaign around addressing gaps, and measure again for lift.   

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under: 2010 International Conference: Powering PRogress, Case Studies, Corporate Communications and Public Relations, Measurement, Research & Evaluation, PRSA Conferences, PRSA International Conference
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Measurement-by-Tactic vs. Measurement-by-Objective

Posted by Alan Chumley in July 21st 2010  

Research IS measurement. Measurement IS research. The same techniques and tools. The same continuum. Different times, perhaps, but they are co-dependent and co-enablers. Using research in a pre-campaign, formative capacity can put us in a more measurement-friendly place post-campaign. 

Among other things, pre-campaign research can help us set measurable objectives. Probably the most common objective in the hundreds of PR plans I’ve seen: Raise awareness. What’s rare, though, is to see a number attached to this objective. (Pre-campaign awareness can be tested overnight and for as little as a thousand dollars.)

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under: 2010 International Conference: Powering PRogress, Corporate Communications and Public Relations, Measurement, Research & Evaluation, Professional Development and Training, PRSA Conferences, PRSA International Conference
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Measurement Myths, Misconceptions & Misfires

Posted by Alan Chumley in July 7th 2010  

Having researched the topic extensively for a master’s thesis; having been in the research and measurement side of the biz for several years; having sat across the table talking about measurement with senior practitioners; having attended numerous conferences, speaking at several; having observed superiors, mentors and industry gurus — what’s emerged is a series of fairly common challenges, concerns, myths, misconceptions and barriers — both perceived and real — that practitioners most frequently cite as impediments to the adoption of measurement.

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PRoxy vs. PRoof in Public Relations Measurement

Posted by Alan Chumley in June 28th 2010  

Correlation and Causality. Words not often used by the communications industry. Initially because we didn’t need to. Now because we generally don’t want to.

It’s no secret that the communications industry continues to come under increasing pressure to demonstrate that communications efforts are contributing to the organization’s bottom line. This is where practitioners generally roll out a number of counter arguments not to measure.

  • The first is that measuring public relations is a bit like catching water with a fork or counting a bucket of eels. I prefer to think of it as challenging but not impossible.
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