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LETTERS: Word-of-mouth must be taken seriously

17 Jan 2008

, for instance research and lifestyle trends. This is an exciting opportunity to combine disciplines and move us ...

OPINION: We need to catch up fast if we want to ownword-of-mouth

11 Jan 2008 | by Alex Burmaster

challenges to overcome. Research must become a core competency. WOM marketing requires continuous tracking ...

OPINION: Runway not at all clear for take-off

06 Dec 2007 | by David Holdstock

, if the research exercise becomes the story, there is a problem with the strategy. And if the Government has ...

OPINION: PROs should play a bigger role in the climate change battle

29 Nov 2007 | by Dudley Howard

is there. According to Venture Business Research, private equity and venture capital investment in clean ...

OPINION: Should the public have the final say?

22 Nov 2007 | by Alex Aiken

, as opinion research, is a powerful tool for public relations practitioners. It provides the baseline ... . If the research exercise becomes the story, there is probably a problem with the strategy. The current ...

VIEWPOINT: Harness the potential of the mobile web

24 Oct 2007

Kaizo head of technology Ed Barker says that the mobile web is a huge opportunity for PROs but only if the correct research is done first. In this week s video podcast Barker urges PROs to investigate how activity on the mobile internet could work for a brand. He says: Marketing dollars ...

OPINION: Our survey says... do proper research

24 Oct 2007 | by Ian Monk

‘New research shows that PR surveys are once again proving their value as one of the most effective...The above paragraph is, of course, entirely fictitious. No such (narcissistic) PR research exists ... -in were exemplary. Additionally, the research in both cases was validated by independent third ... practice. The golden goose of survey coverage was killed by sloppy research, poor presentation ...

Letter - Food for thought on media evaluation

28 Sep 2007

Typical media evaluation costs are in the area of a few thousand - not the £60,000 to £70,000 that she mentions. However, what she is talking about is a full 'singing and dancing' preparatory and post-audience research that is appropriate to very big-scale campaigns, but not to most PR campaigns. She suggests ...

Letter - Surveys on their own do not create news

21 Sep 2007

cases it works, but PRs should consider testing their research project against key criteria....First, are survey findings likely to shed new light or generate comment on a newsworthy issue of import to your target audiences (and is your brand/client the right messenger)? Second, is there a clear link running from the research findings back to your brand, product, service or message? Without ...

Letter - ...and we need to drive credibility

21 Sep 2007

. The agency and its client for failing to use credible research and the media for publishing it. I have to say

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