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Can
This Reputation
Be Saved?
 Wal-Mart
Whoever's
been at the helm in recent years has had no familiarity with the concept
of corporate social responsibility, at least not until its negative side
jumped up and bit them in the pocketbook...
With A Bullet:
Last Month's Top Five Most Popular Articles:
#1: We Review The World's
Biggest PR Research Conference: Seventy-One Papers in Three Days
#2: You Are Now Free
to Link PR and Sales: How Southwest Airlines sold $42,000 in tickets with
one press release.
#3: Stop Teaching People
to Write Press Releases: Teach them how to measure instead.
#4: Blogs
of the Rich and Famous: Measuring Hollywood's newest PR strategy.
#5: The Monthly Maven:
Lucie-Anne Fabien, APR
And The Menace:
Canadian PR Consultancies
Browse
Our
Back Issues
Your
key to a wealth of measurement information and experience, including 16
Buyers' Guides and dozens of articles...
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—READER'S
CHOICE ————————————————————————
 Your
Top Ten Favorite
Measurement Articles...
...Of the first two years of The
Measurement Standard.
The
Measurement Standard recently celebrated
its second birthday. That's twenty-four issues and a hundred and fifty
or so articles on PR measurement. Some of these articles have been quite
popular with our readership, and others have been -- well, let's just
say that the Web stats can be cruelly accurate sometimes....
—FEATURE
ARTICLE ————————————————————————
Six
Sigma Meets PR Measurement
Don't be afraid of this powerful system;
you are probably doing some of it already.
The
Six Sigma process is complex and can be intimidating, but behind its fancy
terms are measurement-related concepts and procedures. In fact, most of
the readers of this article will be familiar enough with PR measurement
to recognize much of the Six Sigma process and terminology...
—WHY
JOHNNY DOESN'T MEASURE—————————————————
 The
Experts On Why People Don't Measure
More
of the most popular excuses
for not doing PR measurement.
This
article is another installment in our series on why PR people don't measure
their results. In the past, we have considered the role of intuition vs.
research, and the experts have given us their top nine reasons. We have
even considered the possibility that people just don't trust statistics
because they have been lied to with them so many times...
—THE
MONTHLY MEASUREMENT MAVEN AND MENACE———————
The
Maven:
 Jerry
Mikorenda, JP Morgan Chase
We
could normally designate Jerry our Measurement Maven just for spearheading
the effort at JP Morgan Chase to use a Six Sigma process to improve internal
communications...
The
Menace:
 Robert
Kelly.
Mr.
Kelly, a generally knowledgeable PR expert, has written an article called
"Forget it! It's Too Hard To Measure" that lists several reasons
why measurement should not be done. These, of course, are fighting words
around here...
—INDUSTRY
NEWS ——————————————————————————
Moves
and Shakeouts
A
Universal Internet Registry to track press release readership, Marcia
Watson wins Ketchum Excellence in PR Research Award, Cymfony hires seven,
and IAB
and
IPA unite to tackle online measurement.
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The
Paine Of Measurement:
 Just
What Part Of "Now" Don’t You Understand?
The
problem is not a lack of PR measurement tools. It’s an excess of
excuses...
Guest
Editorial
 by
Wilma Mathews
Teaching
Measurement
Every
now and then, I begin to despair about our efforts to bring good research/measurement
into the classroom and the profession.Are
we doing enough? What more can we do?
Summit
Preview
The
Second Annual Summit on the Future of Measurement and Accountability
Sept 22-24, 2004
Read here about how to learn the latest in best measurement practices.
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.
Measurement
Quote
of the Month
The
wise learn from the experience of others, and the creative know how to
make a crumb of experience go a long way. --Eric Hoffer
Web
Site of the Month
www.talion.com
Actually,
the whole site does look interesting, but it is this
page on measuring ROI -- "A Reverse Tutorial On Measuring Media
Relations" -- that PR measurement fans will find both humorous and
educational. (Please ignore the brief reference to AVEs, as we here at
TMS do not endorse them.)
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...
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