Reaching a Consensus: Standards for Public Relations Research and Measurement
By Frank Ovaitt, Institute for Public Relations
Speaking at the 3rd IPRA International Public Relations Congress & Latin American Meeting in Lima, Peru, IPR CEO Frank Ovaitt presented a keynote presentation on the process for reaching consensus on public relations research and measurement standards.
“Clients are demanding that public relations practitioners develop and apply best practices, common definitions and standards to their research and measurement. If we don’t do this ourselves, those clients and their purchasing departments will do it for us. Thus, the Institute for Public Relations has recruited a broad-based Coalition for Public Relations Research Standards to create a total platform to facilitate comparative evaluation of programs, to harmonize definitions and methods, and to encourage professionals to focus on creative research design and insights. The coalition (which includes the Council of Public Relations Firms, the Global Alliance, the International Association for Measurement and Evaluation of Communications, the IPR Measurement Commission and the Public Relations Society of America) brings together the views of clients, agencies and research providers, following procedures recommended by the International Standards Organization for developing consensus on voluntary industry-wide standards. “