Measuring PR's Value: By Industry
Southwest Airlines with SEO-PR. “You Are Now Free to Link PR and Sales,” Institute for Public Relations, 2005.
Southwest Airlines tracked $2.5 million in ticket sales due to their search engine optimized (SEO) press releases. The case illustrates how the relationship between the releases and sales was measured.
Paine, Katie Delahaye, and Dennis H. Bender. “A Nonprofit Builds a Dashboard That Belongs in Every Boardroom: The Habitat for Humanity Case Study,” Institute for Public Relations, 2001.
Habitat for Humanity’s “dashboard” monitors the successes and failures of department objectives. The case describes the creation of this measurement tool.
Gronstedt, Anders, and Anders Hogstrom.“Benchmarking Public Relations: The Volvo Story,” Public Relations Strategist, Fall 1998.
Describes Volvo’s assessment study benchmarking their public relations work processes against corporations considered to have developed world-class communications programs.
Collins, Kathy. “Measuring the Effectiveness of Employee Communications,” Institute for Public Relations.
Employee contact is one of the most credible sources of information about the company and the products. This case demonstrates how General Motors measures the effectiveness of its employee communications initiatives.
Michaelson, David B., and Toni Griffin. “A New Model for Media Content Analysis,” Institute for Public Relations, 2005.
Media content analysis using four key factors — correct information, incorrect information, misleading information and omitted information — addresses the fundamental needs of public relations professionals. This case shows how an insurance organization used the results of media content analysis to manage media relations efforts.
Lindenmann, Walter K. “Measuring Public Relations Effectiveness: For the Dole Food Company and the Society for Nutrition Education,” Institute for Public Relations, 1995.
This case shows how the Dole Food Company measured the knowledge, attitude and behavior levels of the teachers and their students, both before and after these audiences were exposed to an education program on the role fruits and vegetables — their products — can play in achieving proper nutrition.
The Government of Liechtenstein with the University of Lugano, Switzerland. “Introducing the Global Village: Linking Identity, Reputation and Communication,” Institute for Public Relations, 2004.
The Executive Master of Science in Communications program project team identified factors affecting Liechtenstein’s reputation through audits and focus groups discussing Liechtenstein’s reputation, identity and communications. The findings of the team’s research informed Liechtenstein’s communications strategy.
Singer, Ben A., and Alan R. Hiburg.“Taking Another Look: Why Measuring Reputation Is a Must,” Public Relations Tactics, July 2006.
According to the Health Academy’s “What’s Reputation Got to Do With it?” survey, the consensus of the nation’s top health care CEOs was that the perceptions of reputation by shareholders was critical to the building of business. Singer and Hiburg discuss the need for health care companies to benchmark and assess reputation regularly.
Kirk, David.“Assessing the Health of Your Relationships With a Relationship Check-up,” Public Relations Tactics, July 2001.
A checklist of the check-up tools used to monitor relationships between the hospital and its patients, community leaders, physicians, hospital employees and hospital trustees, as well as a method of assessing relationships with community and opinion leaders without using a communications audit, are described.
Lindenmann, Walter K. “Spotlight on ‘Public Health’: A Benchmark Content Analysis of Press Coverage for the Robert Wood Johnson Foundation,” Institute for Public Relations, 1999.
Understanding how the press sees and portrays “public health” issues has lead the Robert Wood Johnson Foundation (RWJF) to be able to better identify what and how the public health community might be communicating to its stakeholders. Ketchum designed and carried out an in-depth study, which would determine as precisely as possible what “public health” issues are covered by print media, identifying spokespersons quoted, analyzing what language is used to describe these issues, and determining how deep and extensive is media coverage of relevant health issues.
Comalco with Burson-Marsteller. “Using Measurement to Plan and Manage Stakeholder Engagement,” Institute for Public Relations, 2004.
Community outreach programs developed based on the results of Comalco’s surveys of, and interviews with, community leaders, resulted in stakeholders showing a 50 percent increase in perceptions of the mining and minerals company and a 60 percent increase in Comalco’s overall credibility. The surveys allowed Burson-Marsteller to benchmark the views of opinion leaders and the interviews provided Comalco’s managers with opportunity to listen, learn and develop better relationships with these leaders.
Nicholson, Tom. “Measuring Success: Both Externally and Internally,” Institute for Public Relations, 2003.
Sears demonstrates how improved employee attitudes contributed to improved customer attitudes and explains the links between external and internal measures of public relations effectiveness.
Langbaum, Eric, and Samantha Langbaum.“Measuring Communications Performance,” Public Relations Strategist, Spring 1999.
The Employee Workplace Assessment studies employee perceptions of their local work environment instead of their perceptions of the company as a whole. Bell Atlantic uses this information to adjust communications strategies and helps align employee actions towards supporting corporate objectives.
Jeffries-Fox, Bruce, and Mark Weiner.“Understanding How News Coverage and Advertising Impact Consumer Perception and Attitudes,” Public Relations Tactics, August 1999.
AT&T found, while comparing advertising and public relations program effectiveness, that positive and proactive public relations spending can increase customer loyalty even when advertising spending is reduced. Reactive public relations campaigns result in loss of customer loyalty as well as negative news coverage. Negative media responses can adversely affect advertising campaigns.