June 2014
Intermediate to advanced
208 pages
6h 13m
English
Content preview from Evaluating Public Relations, 3rd Edition
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Evaluation in practice – case studies
Philips: strategic use of measurement
In March 2009, Philips appointed OneVoice (an Omnicom multi-agency team including Fleishman-Hillard and Ketchum Pleon) to provide global communication counsel and support. Key to the appointment was a focus on unified global measurement as part of Philips’ strategy of repositioning itself from a consumer electronics company to one associated with health and well-being. The existing network of disparate monitoring and measurement services was replaced by a new integrated global system to evaluate the organization’s diverse public relations activities. The new OneVoice measurement system (developed by Report International) delivered cost savings, but also provides an ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.