Circle of Excellence Winners Announced.

BOSTON--(BUSINESS WIRE)--Oct. 19, 1998--At a ceremony here, 10 companies, two individuals and a public relations agency were honored for their commitment to communications measurement and research. Before an audience of PR professionals and the media, the following companies were inducted into the Delahaye Circle of Excellence.

--General Excellence in Measurement: Texas Instruments 

Because of its long-term commitment to measurement, Texas Instruments possesses a unique, long-term perspective on the success of its public relations programs. Over a span of some six years of regular, consistent measurement, TI has built a comprehensive base of knowledge through which it can more easily assess the impact of its programs, spot trends, and manage communications more effectively and strategically.

--Broadest Measurement Program: Cognos

Cognos, a leading provider of business intelligence software, has incorporated measurement into every aspect of its communications program. Cognos has teamed with The Delahaye Group to evaluate the effectiveness of its international communications, receive up-to-the-minute cyber profiles and use Delahaye Press Coverage Benchmark reports to help gauge their effectiveness versus peers and competitors.

-- Commitment to Measurement as a Strategic Tool: Deloitte & Touche

In 1993 Deloitte & Touche realized the importance of periodic reporting of results to upper management as a way to win support for communications strategies. The firm created a consistent reporting system that is now delivered to senior management semi-annually.

-- Internal Communications Measurement: Landmark Communications 

Landmark Communications, an integrated electronic and print publishing company, best known for The Weather Channel, as well as several regional newspapers and national publications, benchmarked its internal communications program to ensure that all of its employees were not only seeing its communications, but in fact getting the messages.

-- Measurement with the Greatest Bottom-line Impact: Bluecross Blueshield of NH

In 1992 Blue Cross Blue Shield of New Hampshire undertook a comprehensive communications audit to determine its corporate reputation among key constituencies. The reputation audit revealed both strengths and weaknesses in its marketing programs. As a result of its measurement, BCBS-NH overhauled its marketing and communications programs, focusing on those issues that mattered most to the decision-makers. Within two years, a decline in market share had been reversed and preference for the insurance carrier had risen dramatically.

--Web Site Measurement: Unum

Unum, the world leader in disability insurance, began measuring its Web site shortly after its launch in 1996. By monitoring traffic patterns and combining quantitative data with qualitative evaluation, Unum was able to fine-tune its site for maximum impact and effectiveness.

--Trade Show Measurement: Compaq Computer

Compaq has been measuring its performance at trade shows for over five years. In 1992, Compaq's trade show and events schedule was cut back considerably. But using measurement information collected at shows, Compaq was able to demonstrate that its marketing messages were heard and that its exhibit left a positive image of the company in the minds of its audience. As a result of its efforts, the company has refocused its energies to create a more effective show presence and impact.

--Sponsorship Measurement: CBS Cable 

CBS Cable began evaluating its sponsorship of The Wal-Mart Country Music Tour in 1996 and continued to evaluate the program at various sites throughout 1997. It used the results to clearly demonstrate the increased listener preference for Country Music Television and further boosted that preference by adding seven more trucks to the program. They proved to management that the tour helped generate more customers.

--International Measurement: MasterCard

MasterCard began evaluating its domestic public relations efforts two years ago. After a successful international pilot program in 1996, it launched its global competitive measurement program at the beginning of 1997 and has since expanded it to cover 17 individual markets. MasterCard uses the measurement to track the effectiveness of programs in different regions and to ensure message consistency throughout its global markets.

-- Most Integrated Measurement Program: Epson America, Inc.

Epson America, Inc., a measurement pioneer, began evaluating its public relations efforts in 1992 with Delahaye media analysis. In 1995 when the Internet began to emerge as a factor guiding high-tech purchase decisions, Epson initiated Delahaye's first ever Cyber-Image Analysis program to monitor the company's reputation versus the competition in online discussion groups. Realizing the importance of the Web, Epson quickly added Web-traffic analysis to its measurement mix. Monthly and quarterly, Epson examines its online and print image to improve performance, maintain consistency and better serve its customers.

--Accountable Agency of the Year Award: Golin/Harris

Golin/Harris International is the inaugural winner of this award for its leadership in fostering objective 3rd-party measurement to the benefit of its clients' programs. Golin/Harris has distinguished itself as a firm that commits to program evaluation and excels at using the information to ensure a return on the clients' communications investment. The agency provides measurement to clients such as Michelin, Glidden, Chrysler and MasterCard.

--The "Barbara"

Each year, The Barbara Award goes to an individual who has demonstrated an extraordinary understanding of and commitment to communications/PR measurement. It is named for and will be given in its inaugural year to two individuals, Barbara Marx of Fidelity Institutional Retirement Services and Barbara Burdick of Cisco Systems. Marx has the distinction of being Delahaye's first client, using Delahaye analysis initially when she was with Hill & Knowlton's Advanced Technology Group. When she left the agency, she went on to implement benchmarking programs at Digital Equipment Corporation, Computervision and BBN. Just a few months after Barbara Marx, Barbara Burdick hired Delahaye to measure her program at BT Tymnet. Burdick went on to implement ongoing measurement programs at Octel, Stratacom and Cisco.

The Delahaye Group, Inc., an international reputation measurement firm, evaluates a complete range of marketing communications activities. Since 1987, its services have provided an objective assessment of how companies, their competition and their industries are portrayed by the media and perceived by their audiences which include customers, employees, stakeholders and industry analysts. The Delahaye Group currently offers its measurement and media evaluation services in 40 countries.