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Can
This Reputation
Be Saved?
 The
Greece Olympics
Judging
by media coverage, Greece and its preparations for hosting this summer's
Olympic Games is about on par with Enron, Abu-Graf prison and toxic sludge.
Positive coverage has been all but non-existent, and reporter after reporter
has detailed the lack of preparedness, incomplete facilities and potential
terrorist threats that face attendees to the games...
With A Bullet:
Last Month's Top Five Most Popular Articles:
#1:
Your Top Ten Favorite Measurement Articles
#2: Six
Sigma Meets PR Measurement
#3: The Monthly Maven:
Jerry
Mikorenda, JP Morgan Chase
And The Menace:
Robert
Kelly
#4:
The Experts On Why People Don't Measure
#5: Just
What Part Of "Now" Don’t You Understand?
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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Special Beginner's Bonus:
Measurement Fundamentals
—MEASUREMENT
FUNDAMENTALS: PART 1—————————————
The
Ten Vital Questions to Answer
Before Beginning Any Measurement Program
Don't know the answers? Go get them
right now.
Here are the job goals and details that every accountable professional
communicator should know so well that they inform every decision made.
Once you have these ducks in a row, you're truly prepared to start designing
your measurement program...
—MEASUREMENT
FUNDAMENTALS:
PART 2—————————————
The
Seven Critical Steps at the Heart
of Any Measurement Project
Don't
sweat the details until the big picture is in focus.
Follow these Seven W's to design your project to be a logical and rational
process of indentifying the problem and your goals, gathering information,
and making decisions...
—CASE
STUDY ———————————————————————————
 Life
Looks Good From Here
The
aggressive, research-based branding
and marketing behind Rensselaer County's economic
development campaign.
Rensselaer County is located in the Capital Region of New York State,
which is fast becoming one of the nation's hottest regions for economic
development and relocation. It needed a point of differentiation that
spoke to its unique strengths in the competitive marketplace...
—WHY
JOHNNY DOESN'T MEASURE—————————————————
 Truth
Is Not A Popular Commodity
Chris
Wye on why
evaluation is a tough venue.
To
make evaluation more useful, more successful, more wanted, we need to
take a realistic look at why it is seen as being less useful, less successful,
and less in demand...
—JENNY
SCHADE'S MAKING IT COUNT———————————————
 Q:
What Do You Get When
You Add Research To Bourbon?
A: A public
relations program that knocks the socks off your client, blows away the
competition and accelerates your career a thousand-fold...
When
we were invited to pitch the Jim Beam Bourbon company, I faced one of
the greatest challenges of my career and realized that research can be
the deal-breaker that helps you create powerful, compelling communications
programs...
—BOOK
REPORT——————————————————————————
 The
Buzz Starts Here
Keller and Berry's The
Influentials.
For
anyone trying to launch a product, promote a program, or advocate a platform,
this book is a must read. Based on decades of research begun by Elmo Roper,
and carried on by his research firm Roper ASW (now NOP World), the book
probes the psyche and profiles of the 10% of Americans who tell the rest
of us how to vote, where to eat and what to buy...
—THE
MONTHLY MEASUREMENT MAVEN AND MENACE——————
The
Maven:
 Steve
Singer
Steve
Singer has the perfect job. Many people in his role wouldn't bother with
measurement, since he already has all the support and cooperation one
could hope for. Which is why we're naming him our Measurement Maven this
month...
The
Menace:
PR
Agencies That Don't Stand
Up for Good Metrics
We
were dismayed and discouraged by the latest Agency-Client relations study,
which reported that more than 40% of measurement budgets are devoted to
reporting on advertising equivalency...
—INDUSTRY
NEWS ——————————————————————————
Moves
and Shakeouts
A
new professional organization for measurement, promotions, Bacon's and
Cymfony software upgrades and Biz360 webinars.
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The
Paine Of Measurement:
Why
Is There So Much Bad Research?
Why
do so many agencies insist on giving their clients bad research? Why don't
they learn that if
you base decisions on poor data, you waste the very resources you think
you're protecting...
Summit
Preview
Top
PR Research and Measurement Experts to Speak at the Second Annual Summit
on Measurement and Accountability,
Sept 22-24, 2004
Four
days of measurement basics, case studies and cutting-edge techniques.
(Now with an extra day added for Measurement 101.) Whether you're new
to measurement or an expert, there is something for you at the Summit.
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
"If
a man empties his purse into his head, no man can take it away from him.
An investment in knowledge always pays the best interest."
-- Benjamin Franklin
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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