Northwestern Mutual

Northwestern Mutual “Motivated Workforce Pilot” Wins Public Relations Award

GAINESVILLE, FL - The Institute for Public Relations and its Commission on Public Relations Measurement and Evaluation is announcing that Northwestern Mutual and agency partners Gagen MacDonald and EMPA is the winner of the 2010 Jack Felton Golden Ruler Award for excellence in public relations measurement and evaluation.

Emerging from the global financial crisis and at a time requiring elevated employee performance, Northwestern Mutual launched the Motivated Workforce Pilot. Through research and analytics, the company and its agency partners identified a set of leadership behaviors –“soft” performance measures— that predicts productivity and increased employee engagement at Northwestern Mutual. This link was established through a controlled pilot, making a case for the company’s future investment in employee engagement.

The primary objective of the award is to identify superb examples of research and measurement integrated into public relations practice, and to publish these as case studies on the Institute's website (

The award is named for Jack Felton, who served as President and CEO of the Institute and was instrumental in founding the Commission on Public Relations Measurement and Evaluation. It is sanctioned and judged by leaders in public relations measurement from corporations, nonprofits, public relations agencies, academic and research organizations. David Kistle, a leader in communication research and measurement and chair of the judging committee said, “This entry measured up in every way and the fact that it was an internal campaign makes it all the more significant.”

The Institute for Public Relations and its Commission is presenting the award at the Institute's 8th Summit on Measurement, October 6-8 in Portsmouth, New Hampshire at a luncheon sponsored by RF|Binder. The Summit is an annual event for experts in communications and PR measurement and evaluation and for PR practitioners who want a more focused research strategy. This is the only event in the communication industry at which corporate and other end-users, agencies, research companies, and noted academics annually meet, exchange insights, and challenge each other for better results. Attendees are actually DOING measurement not just talking about it. Additional information and registration are available online at

The winning cases will be available free on the Institute's website after the Summit on Measurement. Entries for past years' winners also are posted there.

Northwestern Mutual – a leading financial services company – and its subsidiaries offer a holistic approach to financial security solutions including: life insurance, long term care insurance, disability insurance, annuities, investment products, and advisory products and services. Subsidiaries include Northwestern Mutual Investment Services, LLC, broker-dealer, registered investment adviser, member FINRA and SIPC; the Northwestern Mutual Wealth Management Company, limited purpose federal savings bank; and Northwestern Long Term Care Insurance Company; and Russell Investments.

The Commission on Public Relations Measurement and Evaluation exists to establish standards and methods for public relations research and measurement and to issue authoritative white papers on research and best practices.

The Institute for Public Relations is an independent non-profit headquartered at the University of Florida. It bridges the academic and professional fields, supporting public relations research and mainstreaming this knowledge into practice.


For more information, contact:
Jean Towell, (800) 323-7033

10/8/2010 11:01:09 AM