|
Articles
in this column do not require a subscription.
Mentioned
in this edition: McDonald's, Cymfony, SEO-PR, Intelliseek,
Edelman, BurrellesLuce, Text 100, CyberAlert, Bacon's, Kaplow Communications,
Custom Scoop, Peter Viereck, Google News, Factiva, CARMA International,
LexisNexis, George W. Bush, Pub Sub, Technorati, PR News, Raytheon,
Procter & Gamble, and Wagner Communications
Can This Reputation
Be Saved?
 The
US Congress
The latest development in the rapidly spreading Abramoff
case may become the straw that broke Congress' back. Poll after poll indicates
that the American people are disgusted with our elected representatives.
Even though far more Republican names have been mentioned in conjunction
with the corruption scandals, when it comes to disenchantment, the electorate
doesn't seem to make much of a distinction...
(Read the rest here, no
subscription required.)
Reputation
Updates:
The
Bush Admin's
PR efforts don't play well in Indonesia. Also, two
embedded journalists expelled for photos of shotup Humvee. And the
US
shelves a propaganda magazine. See our story here.
Ex-lobbyist
for PhRMA writes pro-drug company articles as research
associate. 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!
True or False Quiz
(Answers elsewhere on this page.)
1. Alka-Seltzer
dramatically increased their sales by instructing consumers to use two
tablets instead of one.
2. The flush toilet
was invented by Thomas Crapper.
3. A false rumor
about a leper working in a cigarette factory damaged Chesterfield's sales.
4. A 1993 instance
of product tampering resulted in syringes being found in cans of Pepsi.
Local News:
Up here in northern New England it's not all high tech PR measurement:
Re-Buried
Treasure Finders Want the Loot
Woman
Wants To Go to Jail, Assaults Officer
Venezuela
Donates Heating Oil to Maine Poor
|
|
The
articles below require a subscription.
MEASUREMENT TIPS
 PR
Agencies and Measurement:
They're Starting to See the Light
For
years, most PR agencies only tackled the subject of measurement if a client
forced them to. But the tide is changing quickly. Clients are demanding
measurement, in part to justify the fees they're being charged. And the
smarter agency folks realize that if you measure results, you know what
works and what doesn't work. This article includes discussions on the
fox guarding the hen house, agencies that really measure up, a standardized
metrics approach to measurement, and a tip on how to handle the cost of
clips...
(Want to read more?
A single
issue subscription is only $19.95!)
MEASUREMENT TRENDS
 Katie
Paine Knows Your Future:
Top Ten Measurement Trends for 2006
Katie
Paine's measurement crystal ball has revealed the future. There lies what
you (and Cymfony, Intelliseek, CyberAlert, Custom Scoop, Factiva, LexisNexis
and George W. Bush, among others) will be doing measurement-wise in the
coming year...
(Want
to read more?
A single
issue subscription is only $19.95!)
MEASUREMENT TOOLS
 How
to Measure PR's
Relative Effectiveness Against Advertising
The
Measurement Standard has published two articles in the past year
on how to calculate practical alternatives to AVEs (find them here
and here).
This month we introduce the PR Value Ratio, a straightforward technique
you can use to compare the value of earned media with the value of advertising.
Which is more efficient at reaching your target audience, PR or advertising?
Here's the way to find out...
(Want to read more?
A single
issue subscription is only $19.95!)
CASE STUDY
Developing Raytheon's PR Dashboard
How do you measure PR's impact
when 99.99% of the world can't buy your product?
As
in many corporations these days, Raytheon's top management has implemented
a dashboard system. Each functional area and operating unit has a specific
set of gauges by which they measure their success. Ultimately, each unit
and functional area feeds its data into an overarching corporate dashboard
that enables the CEO to determine whether or not his company is on track.
KDPaine & Partners' job was to add PR into the dashboard system: How
would it fit in?...
(Want to read more?
A single
issue subscription is only $19.95!)
KATIE PAINE'S MEASUREMENT BY THE BOOK
 PR
News' "Guide to
Best Practices in PR Measurement"
There
is
a plethora of measurement books being published these days, and the latest
is PR News' "Guide to Best Practices in PR Measurement,"
a compilation of quotes, sidebars, interviews and articles that have appeared
in PR News over the past few years. I am a member of the PR
News Board of Contributors and also a contributor to the book, so
one might think me a bit biased in my review. And perhaps I am, but, as
you will see, my assessment is not all positive...
(Want to read more?
A single
issue subscription is only $19.95!)
JENNY SCHADE'S MAKING IT COUNT
 Five
Guaranteed Steps for Being Considered a
Business Partner and Not "Just a Researcher"
I'll
never forget the day I met Jan Fields, president of the Central Division
of McDonald's USA. A colleague had set up a meeting with Jan and we met,
I thought, to discuss her research needs. But as I described the research
I had conducted for various organizations, I could see I was losing her
as well as the opportunity to work with her division. She interrupted
me politely to explain that McDonald's already had a number of research
resources and she wasn't interested in conducting more research right
now. I immediately stopped, took a deep breath and started over. I asked,
"What challenges are you facing?"...
(Want to read more?
A single
issue subscription is only $19.95!)
THE MEASUREMENT MAVEN AND MENACE
The
Maven:
 Charlotte
Otto, Procter & Gamble
When
the largest consumer products company in the world decides that it must
and will measure PR against other disciplines as part of the marketing
mix, you know that PR measurement's time has come. So with the recent
announcement of PREvaluate, P&G's new PR measurement system (read
more in
this PRWEEK article), we just had to make Charlotte Otto
our Maven Of The Month...
(Want
to read more?
A single
issue subscription is only $19.95!)
The
Menace:
 John
Wagner, Wagner Communications
John Wagner is owner and principal of Wagner
Communications, a Houston-based public relations agency. Mr. Wagner posted
a essay on measurement on his blog in which he states that, "When
measurement is possible, great. But it will likely always play second
fiddle to good old-fashioned intuition." Our position here at The
Measurement Standard is that measurement should be built in from
the start, and that "old-fashioned intuition" is is usually
just another way of saying, "Hey, why did my PR budget get cut for
next year?"...
(Want to read more?
A single
issue subscription is only $19.95!)
MEASUREMENT INDUSTRY NEWS
Benchmarks
Intelliseek
and BuzzMetrics to Join, VNU
receives buyout offer, Berkshire
Hathaway to Acquire Business Wire, Biz360 and Feedster Partner on
Blog Monitoring Dashboard, CyberAlert Awards Grants to 18 Organizations
and more...
(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
|
|
Articles
in this column do not require a subscription.
The Paine of Measurement
 Blogs
and Measurement
Blogs
are clearly the place for new ideas to be born, to be spread about, debated,
shot down, reborn and maybe even agreed upon. In the last few weeks there's
been more PR measurement discussion flying back and forth in the blogosphere
than I've seen in the last two years, including a fascinating train of
thought that bounced between several measurement topics and several bloggers...
(Read
the rest here, no subscription required.)
How to Stay Current on Measurement Blogs:
Go to technorati.com
and search 1.9 billion blogs for mentions of "PR measurement"
during the past 20 days. Hey,
we've done it for you already, just click here!
Read these:
-
Susan Getgood on why it is important to choose a relevant measure
-
A
PR measurement wiki
Check in on these measurement
blogs:
-
Intelligent
Measurement, by Richard Gaunt and Glenn O’Neil
- Andy
Lark
- Shel Holtz
- Katie Paine
- Read
Afroditia
Postolidou's blog for a student's basic survey of PR measurement.
Related references:
- Our
Special Issue primer on
blogs and blog measurement
- The
PR List: PR blogs
ranked
Measurement Tip
of the Month
Avoid Observer Bias
Always try to have someone else do the research to measure your program.
In this way you will prevent your own expectations (sometimes called "observer
bias") from unconsciously affecting your results.
Measurement Quote
of the Month
 "I
can think of nothing more gallant, even though again and again we fail,
than attempting to get at the facts; attempting to tell things as they
really are. For at least reality, though never fully attained, can be
defined. Reality is that which, when you don't believe in it, doesn't
go away."
--Peter
Viereck,
conservative writer and poet
PR Newswire Research Tidbits
Salespeople
Psych Out Psych Tests
Understanding
the Strategic Decision-Making of Community Foundation Boards
Stephen
Covey Identifies 10 Key Traits of Successful Small Business Entrepreneurs
What
Women Want Most for Valentine's Day
Quiz answers: 1. true, 2. false, 3. true,
4. false
Source: www.snopes.com
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.
|
