Trends der PR-Evaluation - Interview mit Frank Ovaitt

By: KK / 13.05.09

Frank Ovaitt, President und CEO des Institute for Public Relations (IPR) im Interview mit communicationcontrolling.de über die Aktivitäten des IPR im Bereich Kommunikationscontrolling. Ovaitt ist einer der Keynote-Speaker beim European Measurement Summit vom 10. bis 12. Juni in Berlin.

communicationcontrolling.de: Mr Ovaitt, could you please give us a short overview about the Institute's current activitites in the field of public relations measurement and evaluation?

Frank Ovaitt: The Institute for Public Relations publishes a wide range of research, but we are probably best known for our work in measurement and evaluation. Our Commission on PR Measurement & Evaluation is a pro bono group of experts formed to establish standards and best practices in this area. Each year, the Commission presents the Jack Felton Golden Ruler Award to recognize outstanding examples of research and measurement integrated into the practice. In addition, the Institute has developed the highly successful Summit on Measurement format, which we are pleased to bring to Europe with our partners.

communicationcontrolling.de: From your insight, what are the challenges of both academic and practice to face the importance of the topic? Which future developments would you assess from today's point of view?

Frank Ovaitt: Academics and practitioners need to understand each other better and work together toward establishing true professional standing for public relations. Can you think of another recognized profession where the two don't work hand in hand? Research and education provide the bridge. Yet too many public relations practitioners are not familiar with our research base, and too many academics choose their research projects with little understanding of what matters in the real world.

communicationcontrolling.de: In this context, where do the challenges for the IPR in this field lie and what are your next steps or future plans to support the forthcoming of the topic?

Frank Ovaitt: When I first became President and CEO of the Institute, I was struck by all the different ways that we use the word "research." Then, Dr. James Grunig, University of Maryland professor emeritus, explained to me there are actually three kinds:

• Research used in the practice of public relations, to guide and then evaluate PR programs.
• Research on the practice of public relations, to better understand what we do and how we do it.
• Research for the practice of public relations - theoretical development and testing of strategies and methods to provide the social science underpinnings for our work.

The Institute is involved in all three kinds of research, much of it published on our own free website and documented in our Essential Knowledge Project. The challenge is to keep building that professional knowledge while encouraging more practitioners to know and use it.

communicationcontrolling.de: As one of the keynote speakers on the 1st European Measurement Summit (June 10-12, Berlin) you will talk about PR measurement. What could the participants expect in detail?

Frank Ovaitt: Since I will retire from the Institute for Public Relations on July 1, this seems like a good opportunity to reflect on the time I have served as President and CEO. Some of the simplest things in our lives and our work are the most important - and not so easily grasped. So I am titling my remarks, "Four Things It Only Took Me Five Years to Learn." Anybody who reads this interview will have already picked up clues.

communicationcontrolling.de: Mr Ovaitt, thank your for the interview! We are looking forward to meeting you on the Measurement Summit in Berlin!

About Frank Ovaitt

Frank Ovaitt has served as president and CEO of the Institute for Public Relations since 2004. He previously founded Crossover International Inc., a US-based communications firm; served as vice president-corporate affairs for MCI; international PR vice president for AT&T; and editorial services director for Monsanto. Accredited by PRSA, he is also former co-chair of the IPRA Campaign for Media Transparency and founding chair of the Commission on Global Public Relations Research. He holds a bachelor of journalism degree from the University of Missouri and an MBA from New York University.

About the Institute for Public Relations

The Institute for Public Relations is an independent nonprofit foundation dedicated to the science beneath the art of public relations. Located at the University of Florida, the Institute supports public relations research and education to bring together the academic and professional communities. 

 

In Verbindung stehende News:

Globale Umfrage zur PR-Evaluation gestartet - 30.04.09

Namhafte Referenten beim Measurement Summit in Berlin - 04.02.09

Golden Ruler Award für exzellente Evaluation - 14.01.09

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