IPRA, do you really not care at all about measurement?

So I was all excited to get the announcement of the IPRA - Golden World awards. I mean IPRA is the biggest international organization for PR, and its conferences are pretty important affairs. Besides, we've been doing some pretty interesting break-thru stuff these days, setting social media benchmarks, measuring investor relations, correlating relationship and trust to intent to purchase and media exposure.. any one of which would be a good candidate for an award, or at least  PRWeek and the IPR seem to think so.

Imagine my surprise when I read down the list of categories and saw not one mention of research or evaluation. Can it be that IPRA doesn't feel that research is an important aspect of PR? What bugs me most is that all the categories focus on pushing information out, and nothing in this award program focuses on the basic reserach that might well show that a campaign is unlikely to succeed. Isn't there value to that? 

Comments

[Mike]

Yes, it's a similar situation with PRIA Golden Target Awards. Although for some time it has been a requirement that entrants outline their research methodologies, budgets, outputs, outcomes, in submissions. Also, there is no specific category for PR education.