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January 29, 2003 Best
and Worst For nearly a year we’ve been choosing monthly Measurement Maven and Menace Awards as a way to highlight best and worst practices in PR research and evaluation. It’s been quite a year, with everything from the unfortunate proliferation of AVE usage to the spectacular recent recommendation by the PR Coalition that CEOs measure trust. Here are the best and worst of the last year: Best: The PR Coalition advocated that CEOs and other corporate leaders incorporate a regular system to measure trust as part of their overall corporate governance. (See this article.) Worst: The continued use of Ad Value Equivalency as a measure of success by many of the PR agencies and corporations represented by the PR Coalition. (See this article for our opinion of AVEs.) Best: The slew of new tools that enable us to measure faster and more efficiently, including Cymfony’s Brand Dashboard (see this article), MASS Communication Group’s COMaudit® (see this article), Biz 360’s Market 360 with Industry Topics (see this article), and Delahaye Select 3.0. Worst: The wacky notions people like Gail Pohl keep coming up with to “correlate” PR to sales. (See her Menace award here.) Best: Hewlett-Packard made measurement part of its RFP. Worst: Agencies measuring themselves. Measurement must be an independent auditing function, not a self-serving tool to promote one’s work and sell more services. (See this discussion by our panel of experts.) Best: The proliferation of conferences and seminars on the topic of measurement. (See our schedule of measurement events.) Worst:
The fact that so few academic institutions incorporate PR measurement
and evaluation into their PR curricula. |
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