Advancing communications measurement and evaluation

Your Public Relations Measurement Reading List, March 2015

— Your brand is as dumb as a box of rocks, says Avis, M., Forbes, S., and Ferguson, S., The brand personality of rocks: A critical evaluation of a brand personality scale, 2014. From the Abstract: “Aaker’s (1997) brand personality (BP) scale is widely used in research and is an important foundation for the theory of BP. Building on extant critiques of the scale, this article considers the possibility that Aaker’s (1997) scale methodology ‘creates’ the BP that it measures. Using pictures of rocks as stimuli, this article applies the principles of Aaker’s methodology to examine the BP of rocks. Rocks are the chosen stimuli as they do not have any obvious commonalities with brands, or have antecedents to BP formation. Findings revealed that each of the rock stimuli has a distinct BP and that the personality is developed from sometimes surprisingly detailed personifications..”

Infegy brings us The World’s 50 Most Popular Brands, based on number of online conversations last year. Nice interactive chart. #1 Google had 720 million posts last year. That’s the equivalent of over two posts each from every person in the US (pop. 320 million).

— PR Week’s 2015 Salary Survey reveals a continuing discrepancy between male and female salaries in the PR industry.

Top Ten Public Relations Research Insights of 2014 from the IPR Board of Trustees

Coyne PR’s “State of the Selfie” report will cost your email address. Important finding: 93 million selfies are taken every day. Hey: the Earth is 93 million miles from the Sun. Coincidence?

Top 30 central government Twitter accounts.— Measuring Government Impact in a Social Media World by Arthur Mickoleit & Ryan Androsoff. Using data collected by Twiplomacy they studied the Twitter accounts of governments’ top executives by calculating how the number of the Twitter followers compares to their countries’ domestic population. That chart to the right is the top 30 central government Twitter accounts by size as a percent of population.

Bill Paarlberg

Bill Paarlberg

Bill Paarlberg, Editor of The Measurement Standard, has been writing about public relations measurement for 20 years. He is editor of the award-winning "Measuring the Networked Nonprofit" by Beth Kanter and Katie Paine, and editor of two other books on measurement by Katie Paine, "Measure What Matters" and "Measuring Public Relationships." Visit Bill Paarlberg's page on LinkedIn.
Bill Paarlberg

Related posts