Advancing communications measurement and evaluation

Your Public Relations Measurement Reading List for November, 2015


Too much information coming your way? We combed through the inbox to find a few articles we think you’ll like:

—The PRSA Foundation and The City College of New York, An Examination of Factors Affecting the Success of Under-represented Groups in the Public Relations Profession, by Lynn Appelbaum and Franklin Walton:

“The study included conversations with leading PR practitioners and educators; focus groups with young multicultural African American and US Hispanic PR practitioners; two separate national surveys, one of young African American/ US Hispanic practitioners, and a second survey targeting employers who hire PR practitioners.”

—Harvard Business Review, Are Are Successful CEOs Just Lucky? by Walter Frick:

“…CEOs are, overall, a talented bunch, but that’s not what separates them from other professionals, nor is it the main reason their firms succeed or fail… Put another way, CEOs matter, just less than many people think. Instead, luck, and yes, bias, play a far larger role in determining who ends up leading companies, and whether they are fired or end up industry leaders.”

—Harvard Business Review, A Better Way to Calculate the ROI of Your Marketing Investment by Werner Reinartz and Rajkumar Venkatesan:

“Developing an attribution model is a gradual process. You can’t get there all at once. There are four key stages in the journey…”

—Occam’s Razor, How To Suck At Social Media: An Indispensable Guide For Businesses by Avinash Kaushik:

“In this post let’s look at each Social Network, see what B2B and B2C brands are doing there today, from that draw lessons as to 1. if your business should be on that network and 2. if yes, what should your content (and marketing) strategy be.”

—A Shel of My Former Self, Media Relations: Not dead yet by Shel Holtz:

“…while organizations can and should become publishers, they should also recognize the power of the press and the importance of earned (vs. owned) media.”

—The New York Times, We Mapped the Uninsured. You’ll Notice a Pattern., by Quoctrung Bui and Margot Sanger-Katz. Includes a fascinating map, plus:

“Two years into Obamacare, clear regional patterns are emerging about who has health insurance in America and who still doesn’t. The remaining uninsured are primarily in the South and the Southwest. They tend to be poor. They tend to live in Republican-leaning states.”

The Measurement Advisor, Does Social Engagement Mean Awareness? 14 Measurement Experts Debate, by Katie Paine and the IPR Measurement Commission:

“I’ve heard a number of speakers at various conferences tell their audiences that engagement with a brand on social and digital media is evidence of awareness. We’ve always maintained that awareness can only be measured by a survey. It does seem that you must be aware of the brand when you click or share its content. Is it time to change our stance on this?”

The Prime Research Blog, The Broken Promise of Integrated Marketing Communication by Mark Weiner:

“Could it be that having been exposed to some of the realities of integrated marketing, executives now know that truly integrated marketing can only be derived from a truly integrated organization?”


Thanks to Schrodinger’s Cat Blog for the image.

Bill Paarlberg
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Bill Paarlberg

Bill Paarlberg co-founded The Measurement Standard in 2002 and was its editor until July 2017. He also edits The Measurement Advisor newsletter. He is editor of the award-winning "Measuring the Networked Nonprofit" by Beth Kanter and Katie Paine, and editor of two other books on measurement by Katie Paine, "Measure What Matters" and "Measuring Public Relationships." Visit Bill Paarlberg's page on LinkedIn.
Bill Paarlberg
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