The U.S. communication team of Shell Oil Company, with Burson-Marsteller and A Brink & Company, will receive the Jack Felton Golden Ruler Award for excellence in public relations measurement and evaluation. The Institute for Public Relations and the Commission on Public Relations Measurement & Evaluation will present the award at the
2008 Summit on Measurement, October 15 -17 in Portsmouth, New Hampshire.
"A National Dialogue on Energy Security" describes a 50-city face-to-face tour conducted by Shell Oil to improve understanding of energy issues among business and community leaders. The 18-month campaign fully integrated measurement into the program, relying on ongoing audience feedback, public opinion surveys, and analysis of key messages such as access to domestic supplies and the diversity of fuel sources. Through written reports back to the town hall participants and other
key stakeholders, the research became part of the outreach effort itself.
SeverStal and
Echo Research earned a Certificate of Merit for their work on
"A Russian Steel Giant: Aligning Identity and Image for Improved Performance." The two partners created a communications program to overcome reputation challenges after the Russian steel producer's proposed merger.
The American Society for the Prevention of Cruelty to Animals (ASPCA) and KDPaine & Partners also earned a Certificate of Merit for
"Defining PR's Role in Achieving Organizational Goals for the ASPCA." The team established strategies to systematically measure and evaluate the newly established communications program while building a proactive external media relations function.
The Summit on Measurement is an annual event for experts in communications and PR measurement and evaluation, and for PR practitioners who want a more focused research strategy. Additional information and registration are available online at
www.instituteforpr.org.
PR News is a media partner for this occasion. RF/Binder Partners is sponsoring the awards luncheon, and TNS is sponsoring the Strawbery Banke Reception. Southwest Airlines, BurrellesLuce,and KDPaine & Partners are gold sponsors.
