Public Relations Research: The Bridge to Integrated Marketing Communications

A PRSA | Institute for Public Relations Measurement Commission Partnership Webinar

This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Categories: Communication Strategy, Measurement & ROI, Techniques & Tactics

The ubiquity of rich social media, the emergence of Big Data and PR’s unique role in the integrated marketing and communication mix now require public relations professionals to embark on quantifiable collaboration for brand success. In this webinar, produced in partnership with the Institute for Public Relations’ Measurement Commission, our panel represents the perspectives of corporate, agency and research consultancy as they share their experiences enabling more fully integrated business public relations, marketing and business decision-making.

By the end of this webinar participants will be able to:
- Define Integrated Marketing Communication
- Recognize ways by which PR research data and analysis provide a bridge for communications planning and objectives-setting
- Understand PR’s unique contribution to the Integrated Marketing Communications mix
- Identify and initiate simple Integrated Marketing Communication campaigns
- Apply PR research towards evaluating PR performance and the degree to which PR delivers within integrated campaigns (even when other marketing activity occur simultaneously)


Mark Weiner, CEO, PRIME Research

Photo of Mark Weiner

Weiner has devoted his career to helping organizations and brands generate a positive return on their PR investment. He authored “Unleashing the Power of PR," and has contributed to three other texts and published more than 100 articles. He is an editorial advisory board member of PRSA’s The Public Relations Strategist and PR News.


Jackie Matthews, strategist, communications, General Motors

Matthews is known for her highly imaginative use of research to focus attention on things that matter to business success. From 2001 to present, she has been responsible for strategic counsel to internal stakeholders at General Motors, execution of both internal and external surveys, media analysis and integration with the larger General Motors Research team. 


Allan Dib, managing director, market insights & strategy, W2O Group

Dib has 25 years of global research and insights experience.  He is truly an integrated insights expert having worked in PR, Media and Creative agencies as well as the leading market research agencies researching some of the biggest brands globally. 

He has a well-rounded set of skills that include – market research, planning, insight creation, measurement and analytics – used to deliver innovative, objective-driven insights for understanding media, consumers, employees, businesses and brands. 

He regularly presents at industry conference and universities on the importance of human insights and the role these insights play in building the audience-brand relationship.   Allan received a Bachelor of Information Management from the University of Melbourne and has completed post graduate studies in Change Management from the Graduate School of Management in Sydney.

He is a member of The Institute for Public Relations Measurement Commission and recipient of the Top 25 Innovators in Strategy and Planning.



Participants with the APR credential earn 1.0 APR Maintenance Credit for a half-day course. Learn more about Accreditation maintenance.