The Public Relations BlogCreativityMilestones & ReviewsI'm the New CEO of KIX Communication Index

I’m the New CEO of KIX Communication Index

Introducing: A scientific method for measuring communication.

Cover photo: @jerrysilfwer

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I’m the new CEO of KIX Communication Index.

As of November 2020, I’m start­ing my pos­i­tion as the CEO at KIX Communication Index.

What does that mean?

Here we go:

KIX Communication Index

Based on thou­sands of hours of aca­dem­ic research, the com­mu­nic­a­tion sci­ent­ists at Mid Sweden University have developed an online tool to sur­vey com­mu­nic­at­ors, exec­ut­ives, and employ­ees to determ­ine an organisation’s com­mu­nic­a­tion maturity.

The res­ult is an index between 0 – 10 in five crit­ic­al suc­cess areas. The sci­ence is peer-reviewed and pub­lished in Public Relations Review, Volume 45, Issue 4.

BizMaker and MIUN Holding are back­ing the company.

As CEO of KIX Communication Index, one of my many object­ives will be pos­i­tion­ing the brand and enabling inter­na­tion­al expansion.

Being a sci­ence geek myself, this should be right up my alley. Plus, I’ll be help­ing KIX cli­ents who need addi­tion­al sup­port in improv­ing their stra­tegic com­mu­nic­a­tion — so I’ll still be con­sult­ing via Spin Factory.

Interested in sur­vey­ing your organ­isa­tion to learn how mature your com­mu­nic­a­tion is and get clear instruc­tions on improving? 

Please get in touch.

Publicity: “Pr-pro­fi­len Jerry Silfwer som ny vd på KIX Kommunikationsindex” (Swedish) in Resumé.

More per­son­al mile­stones? Here we go:

Signature - Jerry Silfwer - Doctor Spin

Thanks for read­ing. Please sup­port my blog by shar­ing art­icles with oth­er com­mu­nic­a­tions and mar­ket­ing pro­fes­sion­als. You might also con­sider my PR ser­vices or speak­ing engage­ments.

PR Resource: Measure Public Relations

How to Measure Public Relations - Doctor Spin
How to meas­ure pub­lic relations.
Spin Academy | Online PR Courses

How To Measure Public Relations

How do you meas­ure pub­lic rela­tions (PR)? I recom­mend meas­ur­ing atti­tudes and beha­viours using ques­tion­naires, rat­ing scales, inter­views, reports (logs, journ­als, diar­ies, etc.), and observations.

My recom­mend­a­tion: I recom­mend the Sociological Method for get­ting valu­able and action­able res­ults from meas­ur­ing pub­lic rela­tions. This means meas­ur­ing atti­tudes and beha­viours. 1Silfwer, J. (2021, March 4). Methods of Measuring Public Relations. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​m​e​a​s​u​r​i​n​g​-​p​u​b​l​i​c​-​r​e​l​a​t​i​o​ns/

There are a few things to think about to meas­ure atti­tudes and beha­viours cor­rectly. 2Educational Communications and Technology. (2001, August 3). 34.5 Measuring Attitudes. The Handbook of Research for Educational Communications and Technology. … Continue read­ing

Attitude Measurements in PR

An atti­tude meas­ure­ment should meet the fol­low­ing criteria:

  • Valid
  • Reliable
  • Simple to Administer, Explain, and Understand
  • Replicable

There are four main types of atti­tude meas­ure­ment approaches:

  • Self-Reporting
  • Reports of Others
  • Internal Reporting (Sociometric Reporting)
  • Records

There are four main types of atti­tude meas­ure­ment methods:

  • Questionnaires and Rating Scales
  • Interviews
  • Reports (Logs, Journals, Diaries etc.)
  • Observations

I recom­mend using ques­tion­naires and stand­ard­ised inter­views for pub­lic rela­tions measurements:

Validity. Attitudes are psy­cho­lo­gic­al, so I strive to cla­ri­fy what I want to meas­ure, noth­ing more, noth­ing less. And I nev­er add any unne­ces­sary complexity.

Reliability. People exper­i­ence the world dif­fer­ently. But even if atti­tude meas­ure­ments aren’t exact, their use­ful­ness for PR more than makes up for it.

Learn more: How To Measure Public Relations

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ANNOTATIONS
ANNOTATIONS
1 Silfwer, J. (2021, March 4). Methods of Measuring Public Relations. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​m​e​a​s​u​r​i​n​g​-​p​u​b​l​i​c​-​r​e​l​a​t​i​o​ns/
2 Educational Communications and Technology. (2001, August 3). 34.5 Measuring Attitudes. The Handbook of Research for Educational Communications and Technology. https://​mem​bers​.aect​.org/​e​d​t​e​c​h​/​e​d​1​/​3​4​/34 – 05.html
Jerry Silfwer
Jerry Silfwerhttps://doctorspin.net/
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at Spin Factory and KIX Communication Index. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
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The Cover Photo

The cover photo isn't related to public relations; it's just a photo of mine. Think of it as a 'decorative diversion', a subtle reminder that there is more to life than strategic communication.

The cover photo has

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