Communication Requires an Empirical Approach

Top Quote Clients willing to pay for results. Human Capital is a key concern. End Quote
  • (1888PressRelease) March 29, 2011 - New Delhi, India - Indian corporate communications & public relations professionals believe that measuring the 'business impact' of their campaigns has become more important than measuring the coverage they garner, a survey conducted by Penn Schoen Berland ( and released today in partnership with IMPACT magazine reveals.

    In a first-of-its kind study of practicing public relations and communications professionals in India, 87% of those surveyed report that their industry has become more complex in the last few years
    due to increased competition, emergence of new media and the global spread of even local issues. No wonder, 77% say that the shift in emphasis from coverage to business impact is now a key
    factor in measuring success of their campaigns.

    "To respond to this challenge, the industry must adopt Empirical Public Relations: communication campaigns rooted in the science of public opinion," said Ashwani Singla, Managing Director and
    Chief Executive of Penn Schoen Berland, South Asia. "This approach will allow communicators to demonstrate how their campaigns move the needle, as well as understand how to move it further."

    "This is a pioneering initiative by PSB that will hopefully become a barometer and benchmark, something that stakeholders and industry can look forward to every year. We are happy to partner with PSB on this project," said Anurag Batra, Chairman and Editor-in-Chief of Exchange4Media.

    "Assessing media coverage is not enough," clients agree. 89% of clients for public relations services say that they would be more comfortable with research-based campaigns that provide insights
    based ideas and measurable results.

    Further, they're willing to pay. 73% say they are willing to offer an additional incentive to an agency that can demonstrate that their campaigns result in measurable business impact and 93% are
    willing to pay a premium for strategic counsel based on empirical evidence.

    However, the move to Empirical Public Relations will require the industry to invest in human capital. 69% of client respondents say that they do not believe that PR and communications agencies are
    generally geared to respond to the changes in the industry, and just as many say that upgrading current employees' skills should be agencies' top priority. Public relations leaders will need to
    © 2009 PENN SCHOEN AND BERLAND ASSOCIATES LLC. 2 enhance their organizations' applied science capabilities by upgrading their own skills, developing those of their employees and hiring new expertise into their teams.

    About the poll:
    Penn Schoen Berland conducted 9 qualitative in-depth interviews (both in-person and over the phone) and 80 online quantitative interviews between February 22 and March 17, 2011. Sample size makes the results indicative.

    About Penn Schoen Berland
    Penn Schoen Berland, is a global communication strategy firm rooted in the science of marketing research that specializes in messaging and strategy for blue-chip political, corporate and entertainment clients. We have over 30 years of experience in leveraging unique insights about consumer opinion to provide clients with a competitive advantage - what we call Winning Knowledge™. Penn Schoen Berland executes polling and message testing services for Fortune 100 corporations and has helped elect more than 30 presidents and prime ministers around the world. More information is available at Penn Schoen Berland is a part of Y&R Brands/WPP (NASDAQ: WPPGY)

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