The Renaissance of PR Measurement Podcast

Stefan Stern, Director of Strategy at Edelman is joined by Cathy Bussey, Deputy Editor, PR Week; Ruth Warder, Managing Director, JCPR; and Jamey Borell, Senior Business Analyst, Strategy One, to discuss methods of measurement and evaluation in PR.

Starting with the 2011 awards, PRWeek will not be accepting the use of AVEs (advertising value equivalents) as a way of evaluating the success of any campaign, as they believe such a measurement is outdated and insufficient. They suggest that applications put more emphasis on measuring the tangible business outcomes of a campaign (i.e. an uplift in sales, proven change in audience behaviour, post-campaign attitudinal research).

Podcast participants:

	Stefan Stern, Director of Strategy, Edelman Stefan has been writing and commenting on business and management for the past two decades. He wrote the Financial Times’s management column for over four years before joining Edelman in August 2010 as its new Director of Strategy. He is Visiting Professor in management practice at the Cass business school.
	Ruth Warder, Managing Director, JCPR/Edelman Ruth joined JCPR in November 2002 and took over as Managing Director in July 2010. Prior to this she was responsible for the running of the Entertainment & Culture division, which specialises in strategically aligning consumer brands with entertainment properties and the cultural zeitgeist to create 360 marketing communications campaigns.
	Jamey Borell, Senior Business Analyst, StrategyOne/Edelman Jamey is the secondary research lead in StrategyOne’s London office. She manages research and media analysis projects for clients in the US, UK and UAE in the financial services, pharmaceutical and FMCG sectors. She has also managed reputation analyses for C-level and board members of major corporations, performed literature reviews and white space analyses.
	Cathy Bussey, Features Editor, PRWeek Cathy joined PR Week as deputy features editor in September 2008 after five years working for weekly and daily newspapers and trade press. She also completed a stint as a press officer for an NHS trust.