ComPRehension

Professional development and training blog of the Public Relations Society of America (PRSA)
December 14, 2010

PR Measurement Metrics — The New Global Standards


Over the past 30 years, the debate about measurement and evaluation in public relations has been endless. The importance of this research has never been in question, but how it has been applied has been controversial.

Today, most measurement and evaluation programs only deal with the outputs of public relations activity and fail to account for measuring specific communications and business objectives. In June of this year, over 200 public relations researchers from around the world reached a consensus on a set of principles that for the first time reaches a consensus among researchers on what is the right way to measure and evaluate public relations. Those seven principles — The Barcelona Principles — take a comprehensive view of what to consider in developing a measurement and evaluation program. However the Principles did not prescribe or recommend a specific approach to measurement.

On December 16 at 2 p.m. EST, please join me for a review of the latest thinking on how to measure public relations. This presentation is an outgrowth of the work of a joint task force of PRSA and AMEC, and presents for the first time the validated metrics that are essential for the future of our industry. The session will cover the latest thinking in public relations research and will include a discussion of social media as well.

David Michaelson, Ph.D., has 30 years experience conducting high quality, actionable research for Fortune 500 companies, including MetLife, Johnson & Johnson, Merrill Lynch, Coca-Cola and AT&T. He has received numerous awards, including PRSA’s Jackson, Jackson & Wagner Behavioral Science Prize recognizing outstanding contributions to the research body of knowledge, two PRSA Silver Anvils and the 2009 Measurement/Research Expert of the Year from PR News. Michaelson is principal of David Michaelson & Company, LLC.

Join David for his free webinar PR Measurement Metrics — The New Global Standards.

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