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Can
This Reputation Be Saved?
 Professional
Hockey
You
know the sport is in trouble when even those passionate fans north of
our border are shocked by violence in a game. After a number of violent
injuries on Canadian ice in recent years it was that sucker-punch in Denver
that finally awakened the world to how vicious the sport has become...
Call For Papers!
To be presented at The Second Annual Summit
on the Future of Measurement
Sept 22-24, 2004
Paper submission deadline is June 1. Look here
for more information.
With A Bullet:
Last Month's Top Five Most Popular Articles:
#1: How To
Measure Analyst Relations
#2: The Monthly Measurement Maven
(Ashlee
Stokes) and Menace (The Bush Administration)
#3: Why Johnny
Doesn't Measure: Intuition
vs. Research
#4: A Preview of the Miami
Conference
#5: Lessons From The Dean
Campaign
Web
Site of the Month
searchenginewatch.com
Our Southwest Airlines case study
this month got you fired up? This all-things-search-engine Web site will
give you in-depth background on the burgeoning new field of search engine
marketing.
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Special
Issue:
We Review The World's Biggest
PR Research Conference
 Seventy-One
Papers in Three Days
Measurers
in paradise, plus Top Ten Best Things!
Nearly
100 academics, practitioners and researchers gathered for the 7th Annual
International PR Research Conference in South Miami. There were as many
papers presented as anyone could take in, and then almost as much knowledge
traded around the pool...
—THE
MIAMI CONFERENCE: CASE STUDY OF YOUR DREAMS———————
 You
Are Now Free to Link PR and Sales
How
Southwest Airlines sold
$42,000 in tickets with one press release.
Using
three unique tracking codes in links embedded in an optimized press release,
Southwest Airlines found that this single release generated $42,000 in
advanced ticket sales in the first month...
—THE
MIAMI CONFERENCE: HOT IDEA OF THE WEEK————————
 Blogs
of the Rich and Famous
Measuring Hollywood's newest PR strategy.
Anyone
responsible for doing PR for high-ego content managers is well advised
to pay attention to the findings
of Kaye D. Trammel of the University of Florida on celebrity Web logs...
—THE
MIAMI CONFERENCE: INTERNATIONAL PERSPECTIVE——————
Let's
Talk Turkey
The
state of PR measurement in Anatolya
Excellent
research by Filiz Otay Demir of the Faculty of Communications at Anadolu
University in Eskisehir, Turkey provides interesting insight into the
status of measurement in Turkey...
—JENNY
SCHADE'S MAKING IT COUNT——————————————————
 What
Are Your Customers
and Employees Thinking?
The value of an outside-in perspective.
Do
you know how your customers and employees view your products and services?
Are your communications meaningful? To find out, all you have to do is
ask. You can significantly increase your effectiveness just by asking
for input from the very people who you are trying to reach...
—ASK
DR. PAINE————————————————————
 "Can
measurement help me tie
PR campaigns to spikes in sales?"
Depends
on the type of product you're trying to sell.
If you are trying to sell a $10 million system and your sales cycle is
several years, the answer is: "Not directly." But if you're
Southwest Airlines and are selling airline tickets off a Web site, you
can (and they do) most definitely tie PR efforts back to sales. The key
is to have output, outtake and outcome measures in place and working together...
—THE MONTHLY
MEASUREMENT MAVEN AND MENACE—————————
The
Maven:
 Lucie-Anne
Fabien, APR
In
a fascinating, well-researched paper, Ms. Fabien presented her study of
measurement practices in French-speaking Canada...
The
Menace:
 Canadian
PR Consultancies
Unfortunately, Ms. Fabien's conclusions were pretty grim when she turned
her attention to consultancies; Canada's PR agencies have a long way to
go before they reach measurement maturity. The truly horrifying statistic
is: "Less than half of Canadian consultants recommend research to
measure a campaign's impact."
—INDUSTRY
NEWS ————————————————————————————
Moves
and Shakeouts
ClickTracks
announces an upgrade, The
PR NEWS Platinum PR Awards,
Business Wire introduces NewsTrak Clips, LatinClips Broadcast TV retrieves
clips from Spanish-language TV...
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Articles
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The
Paine Of Measurement:
 Stop
teaching people to write press releases:
Teach them out to measure instead.
Research education is an vital component to the success of every PR professional...
Measurement
Quote
of the Month
"Far
more crucial than what we know or do not know is what we do not want to
know. One often obtains a clue to a person's nature by discovering the
reasons for his or her imperviousness to certain impressions."
— Eric
Hoffer
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.
Get
Your Own
Do-It-Yourself Dashboard
A custom template program helps PR departments with small budgets
measure success...
Browse
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Back Issues
Your key
to a wealth of measurement information and experience, including 16 Buyers'
Guides and dozens of articles...
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