« Measurement Makeover of the Month: Moody Gardens, Galveston, Texas | Main | Oh My Aching Back -- and How to Get Past Saying "No" to Writing »

June 07, 2012


TrackBack URL for this entry:

Listed below are links to weblogs that reference Katie Paine Looks Back on 10 Years of Public Relations Measurement:


Feed You can follow this conversation by subscribing to the comment feed for this post.

Mary K. Pinkerton

Congratulations on reaching this very significant milestone, Katie.

After 10+ years in the oil and gas industry I returned to school, earned a bachelor's degree, and became a PR professional. Public relations' right-brained aspects were both welcome and exciting; however, I was also surprised by the profession's overall lack of systemized measurement.

At issue (at least it seemed) was the PR professional's discomfort with analytical data. Second was that tried-and-true argument, "the client doesn't want to spend money on measurement." Third, agencies that did measure used informal, subjective techniques lacking in mathematical backbone. Fourth was the mythical argument, "PR can't be measured."

Needless to say, your pioneering work is both needed and appreciated.

Among marketing agents, PR entails monetary advantages -- even, and perhaps especially, during economic downturns. As highlighted in Mark Weiner's book, "Unleashing the Power of PR," public relations provides the most cost-efficient ROI among marketing channels. Further, PR "lifts" other forms of marketing, enhancing the effectiveness of channels such as direct marketing.

Recessions offer an excellent opportunity for companies to gobble up a competitor's neglected market share. From the perspective of both effectiveness and cost efficiency, PR should play a key role in the marketer's plan of attack.


Congratulations, Katie!
Thanks for all your energy and insight.

Katie Delahaye Paine

Thanks Brian, for all your support..

Katie Delahaye Paine

Mary, I couldn't agree with you more. I can already see that the PR people that are analytical and make data-informed decisions are the ones getting the budget increases and the promotions..

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Your comment could not be posted. Error type:
Your comment has been posted. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.


Post a comment

Get us every month as a free email newsletter:

  • Just type your address here and click GO
    For Email Marketing you can trust

New Every Morning at 7:30 am...

  • The Measurement Standard Daily Digest is an automatically compiled collection of public relations measurement-related posts from around the Web.

Great Minds on Measurement

  • Lawrence M. Krauss“I cannot stress often enough that what science is all about is not proving things to be true but proving them to be false.” --Lawrence M. Krauss

Become a Fan

Recent Blog Posts on Measurement