Head, Insights | Fullintel
In Angela Dwyer’s pursuit to help organizations make smarter communications decisions, she pivoted from an undergraduate public relations degree to a research role in graduate school. For the past 13 years, she has contributed original research to advance the field of public relations, applying her research to the agencies and research firms of which she’s been a part. Formerly the SVP of measurement at Lippe Taylor, Angela built the measurement function and developed a research-based metric to predict positive recall. She opened and managed PRIME Research’s new business and operations in Brazil and South America, where she worked with global brands on integrated media measurement projects. Now at Fullintel, Angela has developed customized metrics like a Media Impact Score, which predicts how likely content will influence audiences, and a Trust Metric which predicts how likely content is to build trust with audiences.
What is your favorite part of your job?
In my role as a leader in measurement, I love educating and helping my colleagues and clients apply best-in-practice measurement approaches. I am often helping brands look beyond share of voice and impressions numbers to more strategic measurements that include qualitative approaches and science-backed quantitative approaches. I’ve seen brands in crisis learn from their media analysis reports to develop strategies that improve reputations.
How do you view your role as a woman in your sector or industry?
While there are many women in public relations, I often sit at planning tables as the only female executive with a leadership team of males. The field of public relations is female-dominated — 70 percent of those in the industry are female — but only 30 percent are in top positions in the industry. I want to be a light and a beacon to women who are beginning in this industry to support them in leadership roles. I want them to know they can be a wife and mother and contribute in incredible ways to our profession. Their diverse perspectives are essential to business success. To Main Page