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PR Measurement

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Verismo: The VRIS Model for Determining PR Success

PR professionals are under more pressure than ever to demonstrate the contribution of their activities to sales, revenue, and ROI. Download the whitepaper about Cymfony's new approach to PR measurement, Verismo, which can help you more effectively communicate your success.

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Essential Reading

Dictionary of Public Relations Measurement and Research
Prepared and edited by Don W. Stacks for the Institute for Public Relations.
Guidelines and Standards for Measuring the Effectiveness of PR Programs and Activities
Written by Dr. Walter K. Lindenmann for the IPR, this guidebook seeks to set minimum standards for measuring PR programs, strategies, and tactics.
How to Measure PR’s Contribution to Corporate Objectives
This primer on showing PR's value to management is based on a well-rounded approach used by Texas Instruments.
Setting Measureable Public Relations Objectives
The goal of virtually all public relations is to help an organization achieve its business or performance objectives. How does PR do this?
The Fork in the Road of Media and Communication Theory and Practice
Published by the Institute for Public Relations, this provocative paper calls for increased, updated education about new theories of communications as a first step to improve PR measurement.
Ad Value Equivalency (AVE)
While a common metric, Cymfony believes AVE is flawed. This paper from the IPR's Commission on Measurement details the reasons for its questionable reliability and validity.

White Papers

New Media, New Influencers and Implications for the Public Relations Profession
The Society for New Communications Research examines how influence patterns are changing as a result of social media and how communications professionals are adapting.

Case Studies

Case Study: Evaluating Adoption of Complex Messaging
See how Verisign has begun to look at key message delivery holistically across both PR and marketing to efficiently allocate marketing and PR budgets.
Case Study: Six Sigma and the Cymfony Dashboard
Learn how Cymfony helped TRW Automotive to apply their Six Sigma process to PR measurement.

Webinars & Podcasts

Podcast with Dr. Don W. Stacks
Dr. Stacks defines what public relations research is and how it is different from public opinion or market research.
Adapting to the Changing Face of PR
Cymfony CMO Jim Nail, and panelists Keith O’Brien of PR Week, Joel Andren of Verisign and David Geddes of Fleishman Hillard discuss the forces impacting public relations and what you can do to leverage these new opportunities.
Effective PR and Word of Mouth Strategies to Maximize a Brand’s Investment in a Super Bowl Ad
Cymfony proves the link between traditional media and social media, showing that pre-game PR coverage drives post-game discussion of Super Bowl ads.

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