Institute for Public Relations Announces Broad Coalition to Drive Standards for PR Research and Measurement: Group, Which Includes Council of PR Firms and PRSA, Seeks To Establish Best Practices

The Institute for Public Relations (IPR), an independent foundation dedicated to the science beneath the art of public relations, and other industry leaders recently announced a new coalition to create a broad platform of standards and best practices for public relations research, measurement and evaluation. The initial partners include the Council of Public Relations Firms (CPRF), the Global Alliance for Public Relations and Communication Management, the International Association for Measurement and Evaluation of Communication (AMEC) and the Public Relations Society of America (PRSA). David Geddes, Ph.D., chair of IPR’s Measurement Commission, will chair the coalition. "We know that clients, both external and internal, are asking for industry practitioners to develop, recommend and apply best practices, common definitions and measurement standards," said Geddes in a news release. "If we do not do this ourselves, be prepared for clients and their purchasing departments to do it for us." The standards platform will provide a master framework that can be applied across public relations activities including traditional media relations, corporate communications and social media. The coalition will bring together the views of clients, agencies, research providers and thought leaders. Focused standards-setting efforts are already underway among some of the initial coalition partners, and those efforts will continue as elements of a broader platform. "Many organizations are working on pieces of this puzzle," said Amy Binder, CEO of RF|Binder and an IPR trustee and CPRF board member, in the release. "The coalition seeks to bring all of that together to provide consistent measurement processes regardless of the topic or type of communication vehicle."

The coalition will identify specific areas in need of standards and best practices, and build working groups to develop recommendations. This work will follow procedures recommended by the International Standards Organization for developing consensus on voluntary industry-wide standards.

The coalition began with the IPR Board of Trustees, which voted the initiative into existence in November 2011. The steering committee will include such notable research leaders as Geddes, David Michaelson, principal, David Michaelson & Company LLC and chair, IPR Research Fellows, John Gilfeather, executive vice president, Koski Research and past chair of the Council of American Survey Research Organizations and Philippe Sadron, director of research, RF|Binder Partners.

"Public relations is a vital part of private and public sector reputation management, community building and marketing communication. Creating universally accepted measures to gauge the performance of communications programs will be an important part of our industry’s continued growth" said Kathy Cripps, president of CPRF, in the release.

"Raising standards and sharing knowledge are fundamental to the Global Alliance’s mission, and nowhere are standards more elusive than in measurement," said Daniel Tisch, chair of the Global Alliance, in the release. "As a confederation of the world’s major industry associations, we believe the pursuit of new standards in audience research and program measurement can enable the elevation of communication as a profession."

"Variation in research practices can lead to confusion among clients — who are the customers for research, measurement, and evaluation," said William Murray, president and chief operating officer of PRSA.

"Standards facilitate comparative evaluation of individual programs and specific program elements. Standards also harmonize definitions and methods, allowing research professionals to focus instead on research, measurement and evaluation design, and delivering critical insights to clients," said Mike Daniels, chairman of AMEC.

PR Biz Update PR Agency News PR People Marketing Trends
Senior Couple Using Laptop To Shop Online
Hey Marketers, Boomers Are Noticing How You’re (Not) Speaking to Them: The 50+ Sector Says Marketers Have Them All Wrong

Anyone whose business involves selling something can tell you there is...

chief financial officers, email CCs, Email spam, irrelevant emails, managing emails, Marketing, Paul McDonald, Pr, Public relations, Robert Half, time-wasting emails, unwanted email, work-related emails
Execs Say that Nearly 20 Percent of the Time, Work Email Is a Waste of Time: Top Culprits Are Spam, Overuse of “Cc” Line

Workers wondering where their time goes should look at how they...

business leadership, corporate reputation, Crisis management, G&S Business Communications, Harris Poll, Marketing, opinions elites, Pr, Public relations, reputation rebound, reputation triage, Steve Halsey
New Corp. Reputation Study Finds C-Suite Execs Handling Crises More Adeptly, but Missing Key Opportunities

Senior Leaders Aren’t Taking Advantage of Chances to Bond with Millennials...

Thought Leaders On Deadline
consumer-centric, Haro, John McCartney, Marketing, Peter Shankman, Pr, PR evolution, PR pet peeves, PR transparency, PR trends, PRSA SF, Public relations, The Geek Factory, Wise Public Relations
PR’s Consumer-Centric Evolution: A Q&A with HARO Founder Peter Shankman

By John McCartney, Managing Director, Wise Public Relations Peter Shankman, best...

anatomy of the perfect pitch, Communications@Syracuse, Jenna Dutcher, Marketing, Media Relations, perfect pitch, pitch brevity, pitch quality, pitch relevance, Pr, PR pros, Public relations, Storytelling, thought leaders
Anatomy of the Perfect Pitch: PR Pros Speak Out About the Best Qualities of Their Media Relations

By Jenna Dutcher, Community Relations Manager, Communications@Syracuse What is the most...

Beyoncé Lemonade, Beyoncé PR, campaign promotion, digital video, Katherine Doble, Marketing, message control, Pr, PR message, Public relations, Schwartz Media Strategies, social media mastery, video consumption
PR Lessons from Beyoncé: How to Master Social Media

By Katherine Doble, Director of Digital and Branding, Schwartz Media Strategies...