IPR papers highlight the importance of measurable public relations objectives

The Institute for Public Relations’ (IPR) Commission on Public Relations Measurement and Evaluation published two interesting papers which highlight the importance of setting measurable public relations objectives and the use of research in doing so.

The paper “Guidelines for Setting Measurable Public Relations Objectives” by Forrest W. Anderson, Linda Hadley, David Rockland and Mark Weiner argues that the initial stage of objectives setting research is the basis for every PR program. This stage – so the authors – provides a framework for strategy, execution, and evaluation. The authors explain why it is so important to set measurable public relations objectives and give a worksheet for setting these in two steps: 1. Review Past Performance and 2. Write Objectives.

The second paper “Using Public Relations Research to Drive Business Results “ written by Katie Paine, Pauline Draper and Angela Jeffrey focuses primarily on tying public relations programs to business results. It examines how a variety of organizations have used PR measurement systems to demonstrate the business outcomes of their efforts and provides additional ideas on how to mix and match various measurement techniques to ensure the collecting of the right kinds of data from which to make decisions.

Both papers primarily address practitioners with the purpose to encourage the use of data-driven decision-making and objective-setting within the PR profession.

Download the papers

Anderson Forrest W./Hadley, Linda/Rockland, David & Weiner, Mark: Guidelines for Setting Measurable Public Relations Objectives: An Update. [Download PDF, 64 KB]

Paine, Katharine Delahaye/Draper, Pauline & Jeffrey, Angela: Using Public Relations Research to Drive Business Results. [Download PDF, 251 KB]

About the Institute for Public Relations (IPR)

The Institute for Public Relations (IPR) 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. The IPR supports PR evaluation by not only having created a Commission on Public Relations Measurement & Evaluation but also honoring once a year excellence in evaluation with the Jack Felton Golden Ruler Award.

Further information on communicationcontrolling.com

• Future Trends in Evaluation - Interview with Frank Ovaitt, President and CEO of the IPR
• The IPR also supports PR evaluation by honoring once a year excellence in evaluation with the Jack Felton Golden Ruler Award.