Ask The Experts

The Experts' Xmas List
Dear Santa...

Here at The Measurement Standard, Christmas is one of our favorite holidays, and so we thought we'd put in a good word with Santa for our readers. We can't help you out with the Naughty-or-Nice part (although if you ar a TMS subscriber, that seems to imply Nice -- right Santa? Santa?), but we can bring together some of the finest minds in measurement to work on the Christmas list. So we Asked the Experts: What measurement tool, service, solution or development would you like Santa to bring you this year?

-- I want a real/robust/condensed PRVE (pronounced "perv" as in pervert) -- PR Value Equivalency -- to finally shut everybody up about AVEs... It would be our own measurement in $$$ to demonstrate the value of PR... advertising has nothing to do with it! Ho, ho, ho hum.

Kathryn Collins, Director, Communications Research at General Motors

-- I'd like to see all in public relations take measurement seriously enough to convince their superiors that good measurement is worth the expense to do it right the first (and possibly the only) time.

Don Stacks, professor and director of the University of Miami School of Communication Program in Advertising and Public Relations

 

-- I wish there was no need for the Measurement Santa. If measurement were so ingrained in our industry that nobody needed to ask for anything else, my wish would be granted!

You Mon Tsang, Founder and Vice President of Corporate Development, Biz360

 

-- I want a macroscope - a device which let's you look at the whole public relations value chain from business objective to strategy to outputs to outtakes to outcomes to outgrowths.

John Gilfeather, Vice Chairman, NOP World, Roper Public Affairs

 

-- I want a crystal ball that tells me how successful I'll be before I go to launch, then I can change my plans and run them by the crystal ball again, and on and on until I'm satisfied with what I can expect relative to what I have to spend in time, money and resources. Then I won't have to deal with measurement and evaluation (sorry about that Katie).

Don Bates, Managing Director, Media Distribution Services

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