Coalition for PR Research Standards releases interim metric
The Coalition für PR Research Standards, a broad platform to drive standards for public relations research, has just released their interim metrics for four areas of communications measurement. Four major US corporations reportedly have adopted the first round of proposed standards.
The release of the interim standards follows international discussion on standardized principles and metrics for measuring communication. A common, cross-national basis is not yet in sight.
Set of standards covers 4 areas
The new Public Relations Research Standards proposed by the Coalition cover four areas of communications measurement. The Coalition split it by
- traditional media measurement and analysis
- social media analysis
- communications lifecycle
- Return on investment.
For each metric, there is in-depth information in a separate file available. Each of the standards areas is described by not only defining metrics, but also specifying applications and providing information regarding the metric type (e.g. outcome, outtake). Moreover, you can find information on academic research supporting these standards.
For instance, the metric „Return on investment“ is based on important background knowledge of business administration. The Coalition claims that ROI is a financial measure that should only be used in cases where both money invested and money earned or saved can both be measured in financial terms.
The Coalition focuses amongst others on Return on Invest.
Four major corporations adopt standards
Four major US corporations have agreed to adopt new interim standards. The current members of the so-called customer panel include General Electrics, General Motor, Mc Donalds USA and Southwest Airlines. Following the process of the Coalition, these customers will evaluate and revise the standards as necessary to develop „final“ standards in a market driven process.
The Standards Summary provides a basic overview of the metrics. It is available for free download here. More in-depth information for each metric could be found here. Communicationcontrolling.de already reported about the work of the Conclave, the Social Media Group of the Coalition for Public Relations Research Standards, here.
About the Coalition für Public Relations Research Standards
The Coalition für Public Relations Research Standards is a broad coalition of B2B and B2C companies, PR and Social Media Agencies, and industry associations. It initially convened in 2012 to establish industry-wide standards and best practices. Members of the Coalition are e.g. the Public Relations Society of America (PRSA), the International Association for Measurement and Evaluation of Communications (AMEC) and the Institute for Public Relations (IPR).
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