Lecture on importance of measurement in public relations March 25

March 18, 2014 - Mark Weiner, chief executive officer of PRIME Research, one of the world's largest public relations research consultancies, will deliver the annual Master of Science in Public Relations' Distinguished Lecture, "Measurement Matters (a lot); But How Do You Do It?" from 6:30-8 p.m. on Tuesday, March 25, in the Carl Hansen Student Center, Room 225.

"While the most straightforward measure for proving public relations success is often 'meet or beat measurable objectives,' quantifiable objectives are one of the most overlooked principals in public relations," Weiner said. 

Weiner will share proven techniques to assess one's environment, determine which objectives matter most and least, and establish a framework for success. He also will demonstrate how to align public relations objectives with the organization's to improve public relations salience, receptivity and performance.

Established as an academic research institute in Germany in 1987, PRIME Research combines talent, tools and technology to generate communications insights for better business decisions. PRIME is a global research provider with offices in North and South America, Western and Eastern Europe and Asia. The firm promotes the role of public relations research in professional development and sponsors the Grunig Prime Research Fellowship among other internships around the world.

Since 1986, Weiner has devoted his career to helping many of the world's most respected organizations and brands demonstrate and generate a positive return on their investment in corporate and brand communications. He is the author of "Unleashing the Power of PR: A Contrarian's Guide to Marketing and Communication," as well as hundreds of chapters, papers and articles. 

Weiner is a frequent speaker on the topics of marketing ROI, public relations, corporate reputation and integrated marketing communication at international, national and local conferences such as those sponsored by the Conference Board, Association of National Advertisers, American Marketing Association, Institute for Public Relations, The Arthur Page Society, International Association of Business Communicators, Public Relations Society of America and InfoCom. He is the publisher of PR-ROI, an online resource on the Commpro.biz network.

Weiner is a member of the IABC, PRSA and the Institute for Public Relations, for which he served as a trustee and the 2004 chair of the Measurement Commission. In 2013, he was inducted into the PR News Hall of Fame.

This lecture is free and open to the public. For more information, call 203-582-8652.