David Rockland, Ph.D.
Partner and CEO, Ketchum Pleon Change, and Managing Director, Global Research
Solid research is the cornerstone of any successful communications program. Research can be used to profile target audiences, test messages, evaluate results and generate publicity.
The Ketchum Global Research Network offers clients a core group of professionals committed to the use of research in all phases of the branding process, from planning and program development to tracking and evaluation, with a special emphasis on public relations. We are the largest research group in public relations, with a great amount of experience using quantitative and qualitative research in the development and evaluation of communication programs.
Ketchum Global Research Network Hosts “The Future of Measurement” Webinar to Examine Latest PR Measurement Standards
Click here to listen to a recording of and see the PowerPoint developed for the webinar "The Future of Measurement," a one-hour webinar hosted by the Ketchum Global Research Network on Dec. 6 that explored some of the latest issues and trends in public relations measurement standards.
The Ketchum Global Research Network plays a leadership role in the industry, breaking new ground with innovative tools for determining the most effective communication and strategic platforms, measuring and evaluating PR effectiveness, and assessing the output, and outcome of PR campaigns. We are dedicated to providing innovative research for measuring and evaluating the effectiveness of various branding campaigns that include media relations, public relations, special events, sponsorships, experiential marketing, online marketing and advertising.
Our research approaches are focused on informing communication strategies that will ultimately impact satisfaction and desired behaviors among target audiences. We therefore apply and analyze research to inform communication and strategic objectives. Our staff in New York, Washington, Atlanta, Chicago, San Francisco, São Paulo, London, and five China locations is supported by $3.5 million of research services and databases. Team members include individuals with backgrounds in research, public relations and marketing communications -- characteristics that help further connect research to communication objectives. And our expertise enhances all phases of the communication process – from discovery to planning and program development to tracking and evaluation.
The Ketchum Global Research Network has played a leadership role in the industry, providing innovative research products for measuring and evaluating PR effectiveness. Among our services:
Ketchum ROI Lab: The ROI Lab enables clients to see the link between PR results and business results through four proprietary tools that measure the ROI of PR activities. Market-mixed modeling is the best way to understand how individual marketing communications efforts (initiatives or campaigns) contribute to business results, which can be sales or any desired metric. Our capabilities in this area range from small-scale consulting on analytics and data collection to full-scale, advanced market-mixed modeling.
Ketchum Corporate Brandbuilder: Our Corporate Brandbuilder measures corporate reputation management programs by providing an analysis of the current and past reputation of a company, its competitors, and those companies it aspires to emulate, as well as setting strategy by which to move the corporate brand identity needle.
Internal Communications Benchmark Study: This research product explores best practices in employee communications.
Ketchum Target Insights Panel: The Ketchum Panel allows access to an online panel of more than 150,000 American families for quantitative and qualitative research purposes to develop target audience insights, help win new business, test concepts and messages, and provide general guidance to clients.
Ketchum Media Optimizer: This planning tool was designed to increase PR efficiency and serve as the “compass” for setting overall PR strategy. Ketchum Media Optimizer will increase targeting precision by prioritizing the best channels for reaching a specific target audience, thereby focusing outreach on outlets that will move the needle. It strengthens results and ROI by steering the planning process to consider optimal media first and tactics second, to improve overall success. It sparks creative possibilities otherwise not imagined, including unexpected editorial opportunities and strategic partnerships with digital, sports and entertainment properties.
Ketchum/Zócalo Social Intelligence: Ketchum/Zócalo Social Intelligence is a suite of tools that represents a client-tested, cutting-edge competency in digital and social media measurement.
With expertise in all facets of research and communication, the talent and resources of seasoned research and PR specialists, and experience with the world’s leading companies and brands, the Ketchum Global Research Network offers a full spectrum of services to meet today’s research needs.
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