I have the great good fortune of teaching an online class in Applied Public Relations and Public Affairs Research at George Washington University’s Graduate School of Political Management in Washington, D.C. Because I teach online, I am able to do … Continue reading →
I saw a comment in a Linkedin discussion about what in PR wastes time. Jennel McDonald noted “Though researching is very important, I think we can go overboard in reading and gathering.” As many of you know, I am a … Continue reading →
My friend and colleague Jose Mallabo interviewed me for his blog at: http://tinyurl.com/3oycde7. Jose is the director, corporate marketing, for GSI Commerce. Topics he asked about included: The single most important thing people need to remember when looking to measure … Continue reading →
Evaluation is important, but it is not the research you should do first. What is the first research you should do to create a successful communications program? First, I define a successful communications program as one that drives behavior of … Continue reading →
In order to measure something, it needs to be stated in measurable terms, such as “increase sales by 10% in the next four quarters” or “achieve 20% market share in the first 12 months after launch.” (If you’d like more … Continue reading →
I just read a paper by David Michaelson and Don Stacks, colleagues of mine at the Institute for PR’s Commission on Measurement and Evaluation. They have done a series of experiments to determine whether there is any basis for the … Continue reading →
Welcome new readers! If you would like to subscribe to this e-Zine, please do so in the form on the left-hand side of this page: https://forrestwanderson.com/free.htm. If you know someone you think might enjoy the e-Zine, please pass it along. … Continue reading →
For this first e-Letter of the year, I thought I’d offer some ways you might productively use research in the coming year. PlanningAs you may have gathered, I am a huge proponent of using research to plan and lay out … Continue reading →