 Fast Facts
42% of PR measurement budgets now are being directed toward outcomes, while 58% are devoted to outputs (clip count, impressions, etc.)
Source: Prunes Study |
| The Holmes 2005 Report of 100 PR Agency Principles states "In general, their responses suggested that a failure of commitment - rather than the absence of necessary tools and techniques - is behind the industy's poor performance [of research and evaluation]" |
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PR Measurement
Measurement is no longer a nice-to-have line item in communications budgets. It is now a critical requirement for demonstrating the impact of public relations on corporate objective and managing a company’s most important asset – its reputation. |
TNS MI/Cymfony
influence 2.0 webinar
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"Adapting to the Changing Face of PR" Webinar
Listen to this webinar recording moderated by TNS MI/Cymfony CMO, Jim Nail, with panelists: Keith O’Brien, PR Week, Joel Andren, VeriSign, and David Geddes, Fleishman Hillard. Learn about the forces impacting PR and what you can do to leverage these new opportunities.
(registration required) |
Briefing
Book 
Public Relations Measurement & Terms
A common vocabulary for discussing measurement activities developed by the Institute for PR
published this dictionary of terms to help PR professionals.
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The Changing Face of PR
A TNS MI/Cymfony White Paper that summarizes the forces changing the practice of public relations and
provides recommendations for actions to take in 2007 to begin to evolve their communications strategies and tactics.
(registration required) |
Marketing Management Survey
2005 PR Week Survey surrounding the latest trends surrounding PR's role in the marketing mix. |
The New PRwiki on Measurement
A new space for those interested in PR Measurement
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Katie Paine's Measurement Standard Newsletter
A monthly publication of tools, trends, case studies and opinions on public relations measurement, including both free and subscriber-only content |
Podcast with Dr. Don W. Stacks
Podcast on what is public relations research and how is it different from public opinion or marketing research.
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Best
Practices
PR Week Corporate Survey 2006
The 2006 PRWeek/Cymfony Corporate Survey reveals that communicators on the corporate side are grasping the importance of new media and measurement – but not everyone has jumped in with both feet.
(registration required)
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Case Study: VeriSign - Evaluating Adoption of Complex Messaging
VeriSign needed a sophisticated approach to measuring the
effectiveness of its public relations initiatives. See how the company has begun to look at key message delivery holistically across both PR
and marketing.
(registration required) |
2005 Measurement Summit Presentations
10 presentations from the 2005 IPR Measurement Summit covering a variety of topics from Measurement 101 to Best Practices of ROI Measurement. |
Case Study - Six Sigma and the Cymfony Dashboard
How TRW Automotive used the TNS MI/Cymfony Dashboard to establish standardized metrics that would facilitate measurement in their Six Sigma process. |
Revolutionizing the Clip Book
PR Week article on how the days of bulging binders are over, as the clip book has become digitized and includes complex measurement. |
Communications ROI
Article by TNS MI/Cymfony's VP of Product Strategy, Julie Woods on
how companies measure against corporate objectives. |
PR’s 2006 Resolution: Become Accountable
TNS MI/Cymfony CMO Jim Nail provides an overview of market mix modeling, an ROI measurement Procter & Gamble has used to demonstrate PR’s greater effectiveness than advertising.
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Learn More
 Knowledge Center: Consumer-Generated Media
Knowledge Center: Blogs
Knowledge Center: Web 2.0
Knowledge Center: Consumer Engagement |
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