Thought Leaders Interview: Walter K. Lindenmann
This week Walter K. Lindenmann joins us for the interview series “Thought Leaders in PR Measurement” question and answer. The founder of the Institute for Public Relations`(IPR) Commission on PR Measurement and Evaluation and retired Director for Research at Ketchum, USA, talks about his professional insights and personal experiences that he gained in the field of public relations measurement and evaluation within the last 35 years, and lets us know which challenges are needed to be mastered from his point of view.
Communicationcontrolling.de: Mr. Lindenmann, when did you start to deal with questions of PR measurement and evaluation, and why are you especially interested in this topic?
Lindenmann: I began focusing on PR measurement and evaluation issues in the late 1970s and early 1980s. It was in those years that clients first began requesting research designs and methodologies relating to the documentation of PR's overall effectiveness as a communications tool. Prior to the mid 1970s, almost all of the PR research that was done, was research for PR planning and program development purposes. In the 1980s, measuring PR outputs chiefly through the use of media content analysis techniques became popular and in the 1990s, PR researchers in the U.S. began focusing a considerable amount of attention on measuring PR outtakes and outcomes, using both qualitative and quantitative methodologies. I'm interested in the topic, because in my view to be successful in PR, one needs to be accountable for what has been accomplished.
This interview is part of the series „Thought Leaders in PR measurement” – we’ve talked to 12 people who shaped the international debate on communication measurement in various periods.
cc.de: Why do you think communication measurement is essential for organizations today?
Lindenmann: Communications measurement is essential because without it how can one justify and defend the various strategies and tactics that are utilized by PR practitioners. By carrying out communications measurement, the PR practitioner not only documents his PR successes and / or failures, he also can obtain useful information that can be applied and used in the development of new and different PR activities in the future, based on what has been accomplished in the past.
cc.de: What have been the most important insights and turning points in your professional work on the topic?
Lindenmann: What was most important to me, was coming to appreciate and recognize the complexities involved in creating a truly effective PR measurement model. One cannot just measure and evaluate particular PR strategies and tactics at the output, outcome and outtake levels, one also has to take into consideration relationship measures and the overall business goals and needs of the organization as a whole, including the organization's overall reputation, credibility, trust and confidence levels.
cc.de: International research constantly shows large gaps between the importance and implementation of measurement practices. Many complain about this, but nothing seems to change. Do you think there are any ways out of this dilemma?
Lindenmann: PR measurement and evaluation is not easy. It is going to take a considerable amount of time and effort, and a good deal of detailed training of those in the public relations field for change to come about. Keep in mind, as I had pointed out in my 2005 article, "Putting PR Measurement and Evaluation into Historical Perspective", the history of PR evaluation can be traced back to 1952, when Scott Cutlip and Allen Center discussed the concept in the last edition of their seminal book, Effective Public Relations. It then took 25 years – to 1977 – for the first ever conference on how to measure PR effectiveness to be sponsored by AT&T and held on the campus of the University of Maryland. It took another 19 years – to 1996 – for two major summit meetings on PR effectiveness to be held, one in NewYork City, the other in Frankfurt. And, it wasn't until 1999 that the Institute for Public Relations formed its special IPR Commission on PR Measurement and Evaluation, which went international several years later. It was only when the Commission was formed that an extensive number of papers were published, summarizing ideas and research findings pertaining to the field. We are now at a point where really important findings and ideas are emerging, but it has taken a half century to get to where we are. It is going to take a few more years to see results. But be patient, we are working through the problems and progressis being made, slowly but deliberately.
cc.de: Do you think it is possible to develop international standards for linking communication to organizational goals and for evaluating communication activities? What will be advantages and disadvantages, who might profit from such initiatives?
Lindenmann: I think it will be possible to develop international standards for linking communication to organizational goals and for evaluating communication activities, but this is something that will take a good deal of time, thought and effort. As I pointed out earlier, it has taken almost a half century just to move the needle from thinking about the possibility of doing something to measure PR effectiveness, to the point where we now have many different options and tools that can be used to actually evaluate what happens in the communications process. Public relations is still a relatively new craft and is becoming more professional with each passing day. Developing international standards will be to the advantage not only of PR, but also of advantage to sister functions of advertising and marketing and even of advantage to the business function and the tools of management.
cc.de: From your point of view, what is the most important future challenge for PR measurement and evaluation?
Lindenmann: Firstly, we must develop more effective "hands-on" PR measurement training programs for PR practitioners. Secondly, as part of the education process, we must obtain adequate funding to support reliable and valid PR measurement research and thirdly we must not only set but also rigidly adhere to and enforce high ethical standards when it comes to all of the PR research and measurement studies that we carry out.
cc.de: Thank you for that conversation!
About Walter K. Lindenmann
Dr. Walter K. Lindenmann is an independent consultant, specializing in public relations research and measurement. Prior to that, he worked for Ketchum, the international public relations counseling firm, after creating its Research and Measurement Department and serving for 12 years as the company`s Senior Vice President / Director of Research. During his career, he has supervised the conducting of more than 1,500 public relations and public affairs projects and he has lectured seminars and workshops on public relations research, measurement and evaluation in various countries around the world. Lindenmann was one of the founders of the IPR Commission on PR Measurement and Evaluation, served as its first chairman, and has written numerous papers on PR measurement for the Commission.
Readings
- Lindenmann, Walter K. (2005). Putting PR Measurement and Evaluation into Historical Perspective. Institute for Public Relations.
- Lindenmann, Walter K. (2003). Guidelines and Standards for Measuring the Effectiveness of PR Programs and Activities, updated and revised version of Guidelines and Standards for Measuring and Evaluation PR Effectiveness wich was published in 1997. Institute for Public Relations.
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