Anyone that reads this blog will eventually see me refer to the Institute for Public Relations, which is an organization that focuses on PR research and education.
Last night, I read through a new paper by Katharine Delahaye Paine, Pauline Draper and Angela Jeffrey, titled, Using Public Relations Research to Drive Business Results.
It includes six case studies and a measurement matrix that gives suggested measurement tools for specific objectives. If you are just starting out with public relations measurement, this is a great tool to get your feet wet.
The paper covered the difference between outputs, outtakes and outcomes of public relations programs and how to measure them
Covers a process for setting meaningful and measurable objectives
Gives a matrix with ideas on how to measure six different objectives, including sales, market share, brand equity, reputation, stock price and profitability.
You can follow it up with Katie Paine's excellent Measuring Public Relationships book, that I also finished last night and will review for Media Bullseye next week. In fact, I just ordered a few myself to give to my clients.