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Articles
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Can This Reputation
Be Saved?
 Dell's
Customer Service:
Death by blogging?
The
trashing of Dell's reputation for customer service may be the first ever
reputational death by blogging. And it should set off big time alarm bells
for everyone in the business. Here's the scoop. "Dell Hell"
began with one Randy Cassingham on www.thisistrue.com
telling his readers about the
horrendous service problems he was having with Dell. More customers
chimed in, and eventually the mainstream media started paying attention...
(Read the rest here, no
subscription required.)
Reputation
updates: New developments and links to our orginal coverage.
PhRMA
denies Daily News report about possible drug-import book.
Also, other
PhRMA PR efforts. See our story here.
Edelman
hires RedState.org blogger Michael Krempasky to play up Wal-Mart.
See our story here.
Our Back Issues are now organized by subject
matter, take a look at this list:
You will need a subscription to read most of them, but you
can sign up for one month for just
$19.95!
With A Bullet:
Last Month's Top Five Most Popular Articles:
(If these articles were subscriber-only in last month's issue, you will
still need a subscription to read them.)
#1:
Influential Reasons To Measure Blogs
#2: Uncle
Sam's Measurement Makeover
#3:
Can
FEMA's Reputation Be Saved?
#4:
Seven Critical Crisis Advantages of a Measurement System
#5:
Impact
and Effects Are The Holy Grail
Local News:
Up here in northern New England it's not all high tech PR measurement:
Maple
Syrup Thief Could Get Life
$1M
Bounty For Bigfoot's Capture
Defendants
Plead Guilty to Torture, Drowning of Pet Dachshund
Trivia: True or False?
(Answers elsewhere on this page.)
1. A
few sips of hydrogen beer enables Japanese karaoke nuts to sing soprano
parts and shoot blue flames out of their mouths at dramatic moments.
2. Graham crackers
are named for a man who believed that unhealthy diets led to sexual excess.
3. The theme music
for the original Star Trek TV series includes lyrics.
4. Eating turkey
makes people drowsy.
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.
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The
articles below require a subscription.
Special
Issue:
Blogs
What to measure and how to measure
it.
NEW MEDIA MEASUREMENT
 Blogs
and You
How
to know if they really matter, and
how to know when you need to do something about them.
So
much has happened on the blog scene since our article "How
to Measure Blogs, Part 1," that Part 2 has now expanded into
this Special Issue. And
just what's happened, you ask? How about some 12 million new blogs? By
some estimation there's a new blog created every second. And most of them
aren't even in English; there are more bloggers in China and Korea than
there are in the US...
(Want
to read more?
A single
issue subscription is only $19.95!)
NEW MEDIA MEASUREMENT
 How
To Measure Blogs, Part 2
And
what to do with the data when you get it.
There
are three essential things that get measured in the blogosphere: links,
hits/eyeballs and sentiment. Let's talk about them individually...
(Want
to read more?
A single
issue subscription is only $19.95!)
ASK DR. PAINE
 The
Case of the Bloodthirsty CEO
Help! My CEO wants to kill the PR department!
Also:
"My Boss Wants Three Articles A Week!"; "How Do I Present
My Measurement Results?"; and "What Multiplier Should My Agencies
Use?"...
(Want
to read more?
A single
issue subscription is only $19.95!)
MEASUREMENT TOOLS
More
Ways to Compare
the Value of Media Placements
Cost per share of market as a
practical alternative to AVEs.
Back
in the May issue we
ran the first part of this article, and promised to provide another
alternative to AVEs (Advertising Value Equivalencies). Cost per share
of market reached is based on a measurement system developed for Procter
& Gamble many years ago but will work for any company that sells consumer
goods...
(Want
to read more?
A single
issue subscription is only $19.95!)
THE MEASUREMENT INDUSTRY
GAP
III Finds PR Budgets, Staff and Influence Increasing
Can measurement take any of the credit?
When the Council
of PR Firms commissioned the Generally
Accepted Practices (GAP) III study to assess the overall health of
PR, they found lots of good news. They probably weren't looking for more
justification of measurement, but we found plenty of it in the data...
(Want
to read more?
A single
issue subscription is only $19.95!)
THE MEASUREMENT SUMMIT
Measurement
Wonks, Chaos Theory
and Lobster Dinner
The
report from the Third Annual Measurement Summit
This
year's Measurement Summit felt a little different than the two previous
events. It was still mostly your typical gathering of earnest, intelligent
PR research types, juggling their laptops and cell phones while keeping
an eye and ear on the presentations. But something else was definitely
in the air... (Want
to read more?
A single
issue subscription is only $19.95!)
JENNY SCHADE'S
MAKING IT COUNT
 Lessons
Learned From
Bill Cosby, Kenny Rogers and Rita Moreno
Five tips from the stars on doing research
that earns star billing.
I
believe that I may be the only market research consultant to have ever
worked with Bill Cosby, Kenny Rogers and Rita Moreno. My time with these
and other celebrities in limousines, Las Vegas nightclubs and TV show
green rooms taught me important lessons that apply to consumer and employee
research today. Who says research has to be boring!... (Want
to read more? A
single issue subscription is only $19.95!)
ALICE BRINK'S OBJECTIVE MEASURES
 Measurement
Summit Insights
It's the journey that counts.
When I reviewed my notes from last month's Measurement Summit, three ideas
stood out among all the research, theories and practical examples that
were presented. All three ideas shared a common thread: that the process
of measurement is valuable in and of itself – even outside the metrics
that are obtained. By appreciating the process of measurement we can develop
better measures, create stronger tactics and achieve more satisfying results...
(Want to read more?
A single
issue subscription is only $19.95!)
BOOK REVIEW
The
Invisible Advantage
Low and Kalafut's
Invisible Advantage:
How Intangibles Are Driving Business Performance
We were so impressed with
Jonathan Low's presentation at the Measurement Summit that we read his
book, and we're glad we did. In fact, we wish everyone would read it.
He and Kalafut started out with what at the time was a pretty revolutionary
idea: Wall Street analysts weren't just looking at "hard" numbers
and balance sheets; some percentage of their buy/sell decision-making
was based on "soft" numbers like reputation and other non-financial
indicators. They did some research and their findings were startling...
(Want
to read more? A
single issue subscription is only $19.95!)
THE MEASUREMENT MAVEN AND MENACE
The
Mavens:
 Kathryn
Yates and Watson Wyatt
Memo
to boss: if you want to increase total return to shareholders, do
more measurement. Kathryn probably isn't the only Measurement Maven at
Watson Wyatt Worldwide, but she'll have to stand in for the rest. Not
only did her presentation at the IABC Canada conference contain real news,
but it was presented in an exemplary manner... (Want
to read more?
A single
issue subscription is only $19.95!)
The
Menace:
www.consulttheguru.com
I'm all for good new ideas for the PR profession, and at first glance
www.consulttheguru.com seemed like a good new idea: PR consulting online
for a basic, relatively low fee. But then we started digging deeper into
their site to find out what made these guys tick, and we don't agree with
their ideas on measurement...
(Want to read more?
A single
issue subscription is only $19.95!)
MEASUREMENT
INDUSTRY NEWS
Benchmarks
SEO-PR/Southwest
Airlines wins Golden Ruler of Measurement Award, Dr.
James Grunig wins Alexander Hamilton Medal, CARMA
Online upgrade, Cymfony launches dashboard integrating
analysis of mainstream and consumer-generated media, IPR names Pathfinder
Award winners...
(Want to read more?
A
single issue subscription is only $19.95!)
CARTOONS DRAWN ON THE BACK OF BUSINESS CARDS
by hugh macleod
 gapingvoid.com
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Articles
in this column do not require a subscription.
Blog 101 Bibliography:
Basic
references to keep you in the know and get you started measuring:
Wikipedia
defines blogs in detail
A
great introduction to blogs from BusinessWeek
Google
Blog Search
Inexpensive places to start blogs: livejournal,
blogger and typepad.
Top
ten weblog design mistakes
Technorati
searches 20 million blogs
PubSub instantly
notifies you of new online content of your choice
Blogpulse
is Intelliseek's "automated trend discovery system for blogs."
Electronic
Frontier Foundation's Legal Guide for Bloggers
Forbes'
"Attack of the Bloggers"
Measurement Tip
of the Month
Be
On Top Of Blogs:
Set up an RSS feed at PubSub
and Technorati
to gather every blog mention of your brand, product or name. (Here's more
fun
with RSS at Steve Rubel's blog.)
The Paine of Measurement
 Measure
Your Connection
It's not about the mentions, it's about the connection that you are making
with your customers. In order to do measurement in the next decade, you
might just need to throw out all your existing knowledge about measurement.
For years we've been focusing on messages and eyeballs for most of our
measurement programs; the vast majority of PR professionals have been
counting clips and impressions...
(Read the rest here,
no subscription required.)
Measurement Blog:
Read
Katie Paine's insights on measurement, including recent posts on measuring
blogs.
Take the IPR Blog Measurement Ethics Survey
Two
of our friends from the Institute for Public Relations -- Don Wright and
Michelle Hinson -- are seeking input from measurement, public relations
and communications practitioners by way of a survey on communications
ethics and employee blog participation. The relatively short, user-friendly,
Web-based survey takes less than five minutes to complete. Click
here to participate.
Measurement Quote
of the Month
 "Most
institutions demand unqualified faith; but the institution of science
makes skepticism a virtue."
--Robert
King Merton, sociologist (1910-2003)
PR
Newswire Research Tidbits
One
in Three Workers Witness Ethical Misconduct
Sex
in Ads Improves Men's Purchase Intent, (but has the opposite effect on
women).
The
Dirty Little Secrets of Becoming The Boss
Forty-Three
Percent of Workers Called in Sick With Fake Excuses in the Last 12 Months
True or False Answers: 1.
false, 2. true, 3. true, 4. false
Source: www.snopes.com
The Measurement Mall
Just
can't get enough measurement? The
Measurement Mall
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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