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Can
This Reputation Be Saved?
 PhRMA
and the Pharmaceutical Industry
It will take more than a spoonful of sugar to make this
medicine go down.
You know you're in trouble when the blogs ridicule you within hours of
an announcement. Which is just what happened to Billy Tauzin (former Louisiana
Congressman and now CEO and spokesperson for PhRMA, the pharmaceutical
industry trade group) after he spoke to the press this week. Clearly he
was trying for mea culpa, admitting publicly that his industry
had a "negative image" that wouldn't be turned around over night,
but he didn't pull it off. The real question is: Can the industry's reputation
be turned around at all?
With
A Bullet:
Last Month's Top Five Most Popular Articles:
(If these articles
were subscriber-only in last month's issue, you will need a subscription
to read them.)
 #1: The
Best of The Measurement Standard!
#2: Portable
People Meters
#3:
The
Monthly Measurement Maven and Menace
#4: The
Right Tool For The Job
#5:
Survival
of the Fittest:
Dinosaurs vs. Data Wonks
Measurement
Trivia:
The cubit, used by Noah to build the ark, was based on:
a- The distance from the elbow to the tip of the middle finger, b- The
finger to the wrist, c- The distance from the shoulder to the fingertip,
d- The length of a squirrel tail.
England's
Edward I fixed the acre at 40 rods long by 4 rods wide.
Previously it was: a- The square a man walked in 10 minutes, b- What a
yoke of oxen plowed in a day, c- Land covered by the sun between noon
and 1 p.m.
During
the French revolution, a group of French mathematicians invented the
metric system to standardize measurement. True or False?
(answers elsewhere on this page)
Take
A Survey:
PR News
and Delahaye are conducting a survey on internal communications.
Take
it here. Deadline is Friday, May 27th Results will be published in
PR News on June 15 and at www.prnewsonline.com.
Local News:
Up
here in northern New England it's not all high tech PR measurement:
K-9
Search Dog Runs Away
Three
Weeks In Jail Following Sandwich Theft
Trooper:
DUI Suspect Tried to Hit on Me
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The
articles below require a subscription.
FEATURE ARTICLE
 How
To Pick
a Media Measurement Company
That Fits Your Budget
with a brief review of the latest tools
from a dozen vendors.
RFPs
are flying around us every day. Confused clients are throwing up their
hands and saying, "Help, I can't figure this all out!" So, we
thought we'd provide a basic how-to lesson on selecting the right vendor,
combined with a brief review of the latest tools. First
of all, read the Institute
for PR's "Guidelines for Measuring the Effectiveness of PR Programs
and Activities." In the back it has a wonderful checklist of
questions to ask anyone you are thinking about hiring for a measurement
project. Next, what's the budget?...
ASK THE MEASUREMENT GURU
 Three
Easy Ways to Compare
the Value of Media Placements
How to calculate
practical alternatives to AVEs.
Dear
Ms. Paine,
I want to quantify the worth of my coverage, but I understand that I
shouldn't use Advertising Value Equivalency. What can I do?
Thanks, Mr./Ms. Media Measurer
I
have had more than several requests recently to help readers come up with
a dollar number that can be used to compare or demonstrate the effectiveness
of media placements. So, in this article I will set out a handful of general
techniques to place values on your media placements that will allow you
to compare them to each other between placements, over time, and between
media...
MEDIA MATTERS
Blog
Measurement Made Simple
Three ways to measure blogs for free.
It used to be that everyone wanted to make movies or be
a publisher. Now everyone wants to be a blogger or a podcaster. According
to a recent study, 10% of all small businesses now have blogs or intend
to have them in the near future. For every press release put out full
of good news, there's sure to be a snide, cynical or otherwise doubting
comment posted somewhere. So what's a marketer to do? Don't
worry, it's not that hard to stay on top of the blogs: keep an
ear to the ground, don't jump to any conclusions and by all means monitor
what's happening out there. It doesn't have to cost much at all... (This
is Part Three in our ongoing series on blogs.)
BOOK REVIEW
 Daily
Dose Doesn't Disappoint
Meditations on yet another daily mediations
book.
I've
gone through way too many of these "Daily Meditations" books,
so when I saw Levick and Smith's "365 Marketing Meditations -- Daily
Lessons for Marketing & Communications Professionals" my first
instinct was to retch. But there's something about these books that make
them irresistible. You can't not pick them up. And so I turned
to the day's offering. I have to admit, it was great advice...
JIM MACNAMARA'S MEASURING UP
 Reputation
Is In
The Mind of An Audience
To measure reputation,
first measure what stakeholders think is important.
Reputation
is one of those things that everyone understands but few can explain.
We all have one, for better or worse. And every company and organization
has a reputation. Reputation, in simple terms, is what people think of
the organization from their various perspectives, as employees, customers,
business partners, government, regulators, the community, and so on. Think.
That is key. Reputation is cognitive, it exists in the mind of
stakeholders. It may or may not be based on reality -- people react to
rumors and misunderstand your organization. But perception is reality,
as they say...
THE MEASUREMENT MAVEN AND MENACE
The
Maven:
 Alicia
Klosowski
Vice President, Public Affairs & Corporate Communications,
American Express Global Travel Service
In
all my years of talking to people about measurement, I've seldom seen
anyone who has it together to the extent that Alicia Klosowski does. I
had a glimpse of the extent of her commitment to measurement when I received,
in advance of our meeting, a document called "Building a Results-Focused
Communications Organization..."
The
Menace:
 MediaMarket
Irish clipping and measurement service
is still clueless about AVEs.
These
guys have got it soooo wrong, they don't deserve to even say
they're in the communications industry. Don't they do any research into
industry standards?...
THE MEASUREMENT INDUSTRY
Moves
and Shakeouts
PR
News and Medialink Launch Legal PR Bulletin
Online, Biz360 Adds Nielsen//NetRatings, eWatch
Adds Blogs, IPR Creates International PR Commission,
and more...
"CARTOONS DRAWN ON THE BACK OF BUSINESS CARDS"
by hugh macleod
gapingvoid.com
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Articles
in this column do not require a subscription.
The Paine of Measurement
 Keep
In Touch: Why VHF is like
blogging.
I
just spent a week on an island with no cell phone, no Internet connection
and no way to communicate long-distance with anyone other than a VHF radio.
And it taught me a very valuable lesson: Even without fancy gadgets, people
still manage to communicate...
New!
A State-of-the Art
PR Dashboard
You know you need to measure your results,
but chances are there's never been enough money in your budget for evaluation.
Until now.
KDPaine & Partners' new Do-It-Yourself Dashboard system combines a
Web-based application with professional consulting to enable PR professionals
to customize their own PR dashboards. Look
here for more information.
The Measurement Mall
Just
can't get enough measurement? The
Measurement Mall
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.
Measurement
Trivia Answers
cubit:
(a)
acre:
(b)
metric: (T, although authorities
also give credit for originating the metric system to Gabriel Mouton,
a French vicar, about 1670.)
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