The IPR's Jack Felton Medal for Lifetime Achievement: Mark Weiner Acceptance Speech

We’ve entered the Holiday Season. The weather has turned. It’s cold outside. But every year, we gather here with our Institute for Public Relations friends and the atmosphere becomes suddenly warmer.

Let me thank the Institute for Public Relations, Tina McCorkindale and the judges for honoring me with the Jack Felton Medal. With all the great talent in the room and around our public relations research community, I accept with great humility.

I’ve worked for fantastic companies in my career: I want to thank my colleagues from PRIME Research and Cision, Delahaye and Medialink from whom I’ve learned more than I could have dreamed. I’d like to thanks our clients with whom we’ve accomplished so much. Also let me recognize previous Felton Medal winners and my fellow members of the IPR Measurement Commission who continue to lead us in our quest to uncover the science beneath the art of Public relations.   

And without my bride Braden and my sons Graham and Cameron, I would not be where I am tonight and without whom this honor would not hold the same meaning.

Learning is among the most difficult tasks we undertake. Some lessons are learned the hard way…perhaps that’s why they’re the most enduring. Let me quickly share what I’ve learned in my career in Public Relations research. 

1.     For those of you who may be hung up on how to get started in public relations measurement, I suggest that you begin simply but simply begin. Being approximately right is better than being totally in the dark.

2.     Talk like a normal person. If you’re arguing about whether “data” is singular or plural or if you’re debating the relative merits of a five-point scale vs. a nine-point scale, I think you’re missing the point. Don’t lose track of the story the data enables you to tell and the decisions it enables you to make.

3.     Failure is a guide to future success. Take it in stride. And if you’re leading the organization, allow for failure: it’s not “win/lose” but “win/learn”

4.     One of the greatest benefits of research is that it translates public relations performance into the language of business. Without data, your contribution to the business cannot be quantified

5.     Despite all the amazing technology available to us today, the data and the tool are not the key: everyone has a tool.  Everyone has data. Instead, I encourage you to consider how we think about the data and how we manage the tool to better reflect what only humans can provide: critical thinking, category expertise and statistical acumen to uncover the actionable insights which lead to better public relations and business decision-making

6.     Lead with purpose, enthusiasm and compassion. Which brings me back to Jack Felton. Jack had a special gift which made everyone with whom he interacted feel like a best friend. It’s a wonderful quality. 

So as you leave tonight, don’t forget your scarf. Remember your hat and gloves. It’s cold outside and it’s getting colder. But here and now, in the company of friends and in the spirit of Jack Felton, the weather couldn’t matter less. What matters is what’s in our hearts. Together, we make a difference. Together, we come in from the cold. And together, we make one another better people.

Thank you and good night