The Measurement Standard, KDPaine & Partners' Newsletter of Public Relations Measurement




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	May 29th, 2003 Letters to the Editor e21 Protests Their Selection as Measurement Menace To the Editor, You've obviously taken our comments about PR Measurement from our newsletter out of context to suit your own marketing purposes. We stand by the article as it's written and not as you've deliberately misrepresented it. We respect your right to disagree, however, but would ask that you include a link directly to the article so your readers can make their own judgments: http://www.e21corp.com/html/news/eNewsletter/oct2002/pr.html In addition, please attribute the article to me rather than Joseph Sun, our CEO. Regards, Tom Morrow Vice President, Public Relations Services e21 Corp Dear Mr. Morrow, You are correct, we should have included a link to the original article, and it is in there now. We regret this oversight and thank you for bringing it to our attention. As to the content of your article, we stand by our criticism: you clearly state that you use AVEs to measure ROI, a technique without basis in research and specifically not endorsed by the Institute for PR. See, for instance, this article on the IPR Web site. The article as published on your site is unsigned, which is why we have attributed it to the CEO of e21. Bill Paarlberg, Editor, The Measurement Standard
New articles in this issue: Articles with red arrows require a subscription: How To Measure Your Community Relationships Why PR Agencies Should Back Out of Measurement Measurement Can Turn Small Failures Into Big Successes How Do I Measure The Value of PR? What Are The Criteria For Measuring Media Relations? PR’s Image In PRWeek, Biz360 News, the IBM PItch, Cymphony & Echo, and CyberAlert Articles with black arrows do not require a subscription: The Paine of Measurement Can William Bennett’s Reputation be Saved? Manatees & Measurement Letters to the Editor The Monthly Measurement Menace and Maven The PR Weather Report Measurement Events Help Wanted		Contest! Contest! Contest! Send us your Biggest Measurement Mistake—and what you learned from it. We’ve all made mistakes, so let’s hear what you learned from yours. This month’s contest winner will receive a rare and collectible Measurement Standard mug.
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