publications

• In Search of Excellence
• Is Your PR Program Worth the Cost?
• Checklist for Measurement or Evaluation Research
• Gauging the Effectiveness of Communication

• Tech Corner: Internet PR Drives Visibility and Sales
• Comm News: A Look Back at George Plimpton
• Case Studies
• Industry News

In Search of (Corporate Communication) Excellence
by Conor Dempsey

Buoyed by commercial expansion and the entrepreneurial renaissance of recent years, corporate public relations has come a long way towards becoming an essential tool in the chief executive's armoury. That said, the scope for further advancement of PR consultants at the boardroom table will remain restricted until the profession gives senior management what they want — a measure of return on their investment.

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Is Your PR Program Worth the Cost?
How to set specific goals for your PR campaign and calculate your precise ROI
by Al Lautenslager

In today's world, advertising is just one element of the marketing formula. In fact, there is a shift occurring away from advertising to other marketing that's less costly and more cost-effective and efficient. In all your marketing efforts, your goal is to gain that top-of-mind awareness position with your prospect/customer. PR can do this. Advertising can do this once awareness is attained. PR gets you there; advertising keeps you there. Knowing the return of PR truly justifies it as an integral part of the marketing arsenal.

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A Checklist for PR Practitioners When Considering Measurement or Evaluation Research
by Walter K. Lindenmann, Ph.D.

Read these 10 useful tips from Walter K. Lindenmann, Ph.D., an independent consultant specializing in public relations research, measurement and evaluation services.

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Hard Measures are Key to Gauging the Effectiveness of Communication on the Bottom Line
by Peter Vogt

In conducting its landmark 2003 Communication ROI Study, which focuses on the relationship between an organization's internal communication strategy and practices and its shareholder returns, Watson Wyatt made some surprising findings regarding the relationship between effective external and internal communication.

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Columns

Technology Corner:

Internet PR and Messaging Can Drive Visibility and Sales
by Julie Woods McNamara

Today it’s harder than ever for companies to get above the noise and get their messages heard. Many consumers are so overwhelmed with advertisements about new products and marginally improved releases that they automatically tune out anything that sounds promotional. While it may seem like there’s no time to learn new tools and technologies, there are many sites that offer useful guides, quick tips and case studies on how to achieve measurable results.

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Communication in the News:

On the Loss of a Fellow Communicator
A look back at George Plimpton
by Dave Orman

The recent passing of George Plimpton, the "everyman" of American letters and a companion to the likes of Ernest Hemingway, John Kennedy and Norman Mailer, brought to mind an illustrious moment in IABC history. The moment came in early 1979, after IABC leaders (and Plimpton himself) accepted my proposal that he join the employee communication staff of Los Angeles-based ARCO, and then talk about his experience a few months later at IABC's annual conference.

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Case Studies

• "Tacoma, America's #1 Wired City," City of Tacoma, Washington and Development Counselors International
• "Casino Regina - The Great Escape," Phoenix Group
• "Global Internal Communication Strategy Pilot," Pharmacia Corporation
• "The Other 'Other White Meat' Program: Changing Perceptions in the Hispanic Market," The San Jose Group

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Industry News

• PR-ROI 101: Four Keys to PR Success
• Quantifying PR by Medium
• PR Measurement, Research and Planning in the UK
• Delahaye's Media Compass Delivers Real-Time Media Analysis

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