Thought Leaders Interview: Rainer Mathes
Within the interview series "Thought Leaders in PR Measurement" Rainer Mathes, founder and president of PRIME Research Group, talks about his experience with PR measurement from a practitioners perspective. To find out why communication measurement becomes crucial for organizations and which challenges are needed to be mastered from his point of view, please read on.
Communicationcontrolling.de: Dr. Mathes, when did you start to deal with questions of PR measurement and evaluation, and why are you especially interested in this topic?
Rainer Mathes: Around 1980 - we analyzed political election campaigns in Europe and the US. Then we transformed research designs and methodologies to analyze PR campaigns.
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?
Mathes: “What gets measured gets done.” Measurable targets are essential for every organization in every sector, including PR.
cc.de: What have been the most important insights and turning points in your
professional work on the topic?
Mathes: Globalization and digitalization are current megatrends. Without using the whole array of empiric research tools you are not able to manage communication in such a complex and rapidly changing environment.
cc.de: International research constantly shows large gaps between the importanceand implementation of measurement practices. Many complain about this, butnothing seems to change. Do you think there are any ways out of this dilemma?
Mathes: According to my observations this gap and dilemma does not exist. Global organizations currently are facing the risk of having too many data and research projects.
cc.de: Do you think it is possible to develop international standards forlinking communication to organizational goals and for evaluatingcommunication activities? What will be advantages and disadvantages, whomight profit from such initiatives?
Mathes: Linking communication activities to overall achievements is difficult. Communication is only working if it is consistent with actions and management decisions.
cc.de: From your point of view, what is the most important future challenge forPR measurement and evaluation?
Mathes: The most important future challenge is getting all data and metrics integrated in one global system.
cc.de: Thank you for that conversation!
About Rainer Mathes
Rainer Mathes., Dr. Phil., is the founder and president of PRIME Research, one of the world`s leading institutes for media analysis based in Germany, UK, Swiss, USA, China and India. Before that he hold managerial positions in the field of media analysis and worked as Assistant Professor for communication. Rainer Mathes is editor, author and co-author of 21 books and book chapters and 30 journal articles on PR evaluation and political communication. Since 2008 he is an editor of the German-speaking magazin “Kommunikationsmanager”. Rainer Mathes is a member of the International Communication Association (ICA), International Association for Mass Communication Research (IAMCR) and German Communication Association (DGPuk).
Readings
- Mathes, Rainer / Zerfaß, Ansgar (2010): Medienanalysen als Steuerungs- und Evaluationsinstrument für die Unternehmenskommunikation (pp. 98–111). In Pfannenberg, Jörg / Zerfaß, Ansgar (Eds.): Wertschöpfung durch Kommunikation. Frankfurt am Main: F.A.Z.-Institut für Management-, Markt- und Medieninformationen.
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