Marianne Eisenmann leads Determinus, the research division of Chandler Chicco Companies (CCC). An advocate of communications research, Marianne has a proven track record in helping clients incorporate knowledge, through research, into the planning process using the latest practices for leading global companies. Marianne is recognized among the industry for producing award-winning work. She recently received the prestigious Golden Ruler Silver Merit Award from the Institute for Public Relations Commission on Public Relations Measurement and Evaluation. The award recognized her efforts in the development of an innovative model tracking and measuring progress in coalition and relationship building. A true measurement enthusiast, Marianne is an active member of the industry, participating in various organizations, including the Measurement and Evaluation Commission of the Institute for Public Relations, IPRA United Nations Department of Information Advisory Group, Association for Measurement and Evaluation for Communications (AMEC) and the PR/Marketing Committee of the Hudson Guild in New York City’s Chelsea neighborhood. She also is a frequent author and presenter. Marianne has an MBA from George Washington University and a BA from St. Lawrence University in New York State.
Recently I attended PR News’ Measurement Conference at the National Press Club in Washington, D.C. Common threads throughout the day were adhering to the Barcelona Principles, especially measuring PR results against business objectives. As a measurement specialist and committed member of Association for the Measurement and Evaluation of Communications (AMEC) and the Institute for Public Relations (IPR) Measurement Commission, it is rewarding to know that these foundational themes are now widely recognized and discussed. Keynote speaker and author of “The Reputation Economy,” Michael Fertik, offered reality check sound bites in his presentation themed reputation is bigger than brand. For example, the 1-9-90 rule – 1% of internet users create the content, 9% share the content and 90% just consume the content. Or, the fact that it is now cheaper to store data than to delete it. These data highlight the potential for reputation risk and as Fertik reminded us, right or wrong the data found online about an organization is used to make decisions. As part of the proceedings, I was one of four new members inducted into the PR Measurement Hall of Fame, an honor given the company with whom I have the privilege to stand. As part ofContinue Reading
The 2014 Annenberg GAP Study reported that 40% of public companies and 64% of private companies expect their PR/communications budgets to increase over 2013 levels. We asked agency leaders how this budget growth has translated into research and program measurement, and found that PR budgets are not increasing to fund more of the same, but to support an expanding range of communications assignments using new platforms and approaches to crafting and disseminating a story. Please click here to read the full article on the Council of PR Firms’ blog, FirmVoice.