PR’s Top Pros Talk… Using Information Management to Understand Communications Objectives – Mark Weiner

How can communicators use research to set communications objectives that are reasonable, meaningful, and measurable? Understand their communications objectives? And, once they’re set, how do communications professionals apply what they learn to meet or beat those objectives? Mark Weiner, Chief Insights Officer at PublicRelay, recommends conducting an Executive Audit to uncover the often-hidden value equation that senior executives apply to evaluate PR value and performance. He also recommends proactive research to inform communications decisions and to demonstrate – and generate – PR value and ROI. Mark also asserts that public relations is a cyclical process rather than linear, and demonstrates this as he walks through the PR continuum which helps communicators identify the best target audience and the media they read, watch and listen to; to reinforce the messages that work best (and remediate underperformers); to evaluate performance for continuous improvement. This and more!

Mark is the author of “PR Technology, Data and Insights,” one of’s top 100 PR books in history and a top ten “must read” for 2022. We’ve arranged a special discount for our followers. Get your copy of PR Technology, Data and Insights here. Use KoganPage20 to get 20% off.