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Aligning Content Analysis with Journalism: A Better Path to Public Relations Success
Jennifer Sanchis, PRIME Research UK Before I conducted Public Relations research and evaluation, I worked in Paris for national news and specialised media outlets as a freelance journalist. Since my day-to-day work consisted of collecting, checking, compiling and commenting on facts, I found that Research occupied most of my time and that Public Relations professionals rarely anticipated my needs as a journalist. When I attended press conferences or events, I was handed generic booklets and impersonal press releases. I rarely used this information, as the content they supplied was irrelevant to what my audience actually wanted to read. In my experience, Public Relations professionals understand the importance of earned media to achieve their goals, which most of the time means raising ...
How to Maximize the Value of Forward-Looking PR Measurement
by Jim Simon In October, 2017, John Gilfeather, president of John Gilfeather & Associates, weighed in on the pages of PR News about the difficulties PR agencies and in-house departments face in attempting to measure the effectiveness of their efforts (“Mobster”). In his essay, Gilfeather states most PR pros cannot honestly cite analytics/big data as a core skillset. If they seek to hire a research partner to do the job, they can be confused by the offerings of a plethora of measurement firms all claiming to be superior. There are, of course, budget constraints. For some there may also be a sense of trepidation, i.e. “We may find out we’re not doing as well as we thought.” Allyson Hugley, President of Measurement and Analytics for Weber Shandwick, also expanded upon the pain points of PR ...
8 Star Wars Lessons About Communication Measurement
by Jesper Andersen I have always been a great Star Wars fan. Waiting impatiently for the upcoming premiere of Star Wars: The Last Jedi this week, I was inspired to write this post about 8 important lessons about communication measurement that we can learn from the Star Wars storyline. 1. Don’t be seduced by the Dark Side of the Force (AVE’s) Darth Vader’s seduction by the Dark Side of the Force, and how he and Emperor Palpatine also try to turn Luke Skywalker, is a central theme in Star Wars. Whereas the Light requires patience and discipline to master, the Dark Side lures us with promises of quick and easy power. In the world of communications measurement, ‘vanity metrics’ are the Dark Side and none more so than Advertising Value Equivalency (AVE). They will try to seduce you with big ...