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Can
This Reputation
Be Saved?
Bill O'Reilly:
So many scandals,
so much forgiveness.
We
were really, really dying to rake Bill O'Reilly over the coals
and declare his reputation a disaster. But then we started talking about
it with folks at PRSA and came to a whole different conclusion: In this
weird day and age, his reputation is probably perfectly intact...
With A Bullet:
Last Month's Top Five Most Popular Articles:
#1:
Measuring Measurement:
Three New Studies Unveiled at the Measurement Summit
#2: Measurement
Wonks in Paradise: The Measurement Summit Wrap-Up
#3: Media
Analysis: The Good, The Bad, The Ugly
#4: The
Measurement Maven: All the Attendees at the Measurement Summit
The Measurement Menace: Survey Respondents Who Say That Ad Value Equivalency
Is "Very Important."
#5: 10
Upgrades To Your Measurement Program
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key to a wealth of measurement information and experience, including 16
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The
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—FEATURE
ARTICLE ——————————————————
 It
Was The Biggest Measurement Program Ever
Four measurement lessons
from the election
Tuesday
November 2 measured the results of the two most expensive communications
programs in human history. Political
campaigns and corporate communications programs are really quite similar.
They both have key messages, target audiences, strategies and tactics
-- and they both need measurement. The big difference between them is
that political campaigns have a built-in outcome measurement called the
vote...
—FEATURE
ARTICLE ——————————————————
 I,
Robot?
How to chose a measurement system
that’s right for you.
A
few years ago when automated content analysis first began to gain popularity,
it seemed that having a computer analyze your coverage could be the universal
panacea to the woes of the industry. There must be a better way, we all
kept saying and suddenly there was. Or was there?...
—ASK
THE EXPERTS——————————————
 Human
vs. Computer Content Analysis
Five
measurement experts tell us
what works and what doesn't.
When
should you use manual media content analysis and when should you use automated
content analysis? What parameters or criteria don't work with automated
analysis, and what ones work better? At what point is it more cost-effective
to go with manual? What are the limitations of each? We asked the experts...
—CASE
STUDY ——————————————————
 Lives
Saved
Talk
about a great measure of success!
We
want to personally congratulate the folks from the Neiman Group, who recently
won a PR NEWS Platinum Award for an anti-tobacco campaign. Not
just for winning, but for their superb tracking of results. Here at the
Measurement Standard, we frequently pose the question, "What
are your measures of success?" And we typically hear things like
"increased Web traffic" or "sales increases" or "good
press." But we have never before heard the measure of success that
the Neiman group used: "lives saved..."
—FROM
THE MEASUREMENT TRENCHES————————
 How
Measurement Changed My Life
Andy Lark talks about adapting to Six Sigma.
Six Sigma has required that we totally rethink measurement. So, we asked
management what was critical to the quality of our research. This resulted
in a profound change: Less emphasis on media measurement and deeper focus
on "Did we change minds?"
—MOVES
AND SHAKEOUTS———————————————
A
Meeting of the Measurement Mavens
PRSA's
2004 International Conference, New York City, October 23-26.
Never
before have there been as many sessions on measurement at a PRSA conference.
In fact there was an entire track of sessions devoted to measurement and
management. The usual gurus were on hand, but even better were the new
faces...
—THE
MONTHLY MEASUREMENT MAVEN AND MENACE—————
The
Maven:
 Axiom
Marketing Communications
Very
few entries into award competitions accurately connect objectives and
measures of results, so when we read Axiom's entry into the PR News
awards it knocked our socks off...
The
Menace:
 Enviromedia
This
one breaks my heart, because I totally agree with this agency's philosophy
of PR-with-a-conscience. But Enviromedia of Austin, Texas gets our Measurement
Menace Award this month for its promotional statement: "We track
our results and provide advertising equivalency rates for all free media
coverage generated..." generated..."
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Articles
in this column do not require a subscription.
The
Paine
Of Measurement
Oh Stop Whining!
The
top three excuses for not measuring, and why they are just no longer valid.
The industry has made amazing progress in the last few years in providing
measurement information, tools and services. It's now time for you non-measurers
to stop whining about what you can't do, and take advantage of
this wealth of resources to do everything you can do...
Measurement
Quote
of the Month
"Only
the hand that erases can write the true thing."
-- Meister
Eckhart
New! A State-of-the Art
PR Dashboard for $50 a Month
You know you need to measure your results,
but chances are there’s never been enough money in your budget for
evaluation. Until now.
KDPaine & Partners’ new Do-It-Yourself Dashboard system combines
a Web-based application with professional consulting to enable PR professionals
to customize their own PR dashboards. Look
here for more information.
The
Measurement Mall
Just
can't get enough measurement? This
is the place to shop for all the books, Buyers' Guides, Complete Handbooks
and reference material you can use right now to improve your
effectiveness.
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