Industry groups convene to set measurement standards

GAINESVILLE, FL: The Institute for Public Relations has launched a coalition to develop standards for PR measurement, evaluation, and research.

GAINESVILLE, FL: The Institute for Public Relations has launched a coalition to develop standards for PR measurement, evaluation, and research.

The group's ultimate goal is to create a framework that can be applied across PR activities, including media relations, corporate communications, and social media.

The institute has partnered with a range of organizations for the initiative, including the Council of PR Firms, the Global Alliance for PR and Communication Management, the International Association for Measurement and Evaluation of Communication, and the Public Relations Society of America. The groups also created a coalition to set social media standards last year.

David Geddes, chair of IPR's measurement commission, will lead the coalition. Individuals from IPR and each of its partner organizations will form a steering committee, which will first meet in early March to create priority areas where standards need to be developed.

“By joining together, we get a diversity of views, greater credibility, and greater ability to communicate why these standards are good and why they are important,” Geddes said.

The committee will then convene working groups, comprised of individuals from across the PR industry, to develop standards for different areas.

“Working group leaders will be responsible for pulling together a larger group of people, hammering out standards and best practices, and putting them together and sharing them with other organizations,” Geddes added.

The groups designed the coalition to reflect the views of clients, thought leaders, agencies, and research providers.

“If we can save time in worrying about defining certain measurements, we can spend more time delivering insights,“ Geddes explained. “For agencies and research firms, that's where their competitive differentiation will be.”

Members of the steering committee include Geddes; David Michaelson, principal of the David Michaelson & Company and chair of IPR Research Fellows; John Gilfeather, EVP of Koski Research and past chair of the Council of American Survey Research Organizations; and Philippe Sadron, director of research at RF Binder Partners.

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