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Can
This Reputation
Be Saved?
 Nike
and Michael Jordan
When you Google "public relations nightmare," it's amazing to
find just how many really scary situations PR folks seem to find themselves
in these days. From banks in Canada, to Nike in Taiwan, to Diebold voting
machines, there's no shortage of media disasters. When will people realize
it's cheaper to pay for good PR ahead of time than to pay the consequences
afterwards? The Nike/Michael Jordan flap is a great example...
With A Bullet:
Last Month's Top Five Most Popular Articles:
#1:
The
Ten Vital Questions to Answer Before Beginning Any Measurement Program
#2: The
Seven Critical Steps at the Heart of Any Measurement Project
#3: The Monthly Maven:
Steve Singer
And The Menace:
PR Agencies
That Don't Stand Up for Good Metrics
#4:
What
Do You Get When You Add Research To Bourbon?
#5: Why
Is There So Much Bad Research?
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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 2004
Measurement Summit
Preview
Four
Days of All Things Measurement
Sept
21-24, 2004
This year's Measurement Summit includes four distinctive days of research
and evaluation: From Measurement 101 Day, to Case
Study Day, to Future Day to Hands-On
Research Day, there is important new knowledge and networking
for everyone. And, judging by the papers submitted so far,
this year’s Summit promises to be the most content rich conference
of the year...
Summit
Fun, Food and Frolicing
So,
a rabbi, a priest
and a PR measurement expert walk into a bar...
...and
the punchline is that PR measurement people know how to have fun. Each
measurement-packed day of the Summit will hold lots of good times, including
an old fashioned clambake, a catered cruise of Great Bay and the famous
Ragan Cocktail Party Welcome!
The
articles below require a subscription.
—FEATURE
ARTICLE ———————————————————————
 Plan
Ahead to Hit Your PR Target
How to use PR measurement in
the planning process.
For
years, communications professionals have made planning decisions based
on their experience, their common sense or what they learned in school.
What today's technology-driven measurement programs have done is to bring
data-based decision making into the communications function...
—PR
SKILLS ———————————————————————————
"What's
In It for Me?"
Ten Guidelines for Developing Compelling Communications
and Messages
Are
your messages compelling? What, if anything, do they mean to your key
stakeholders? Even the highest quality, most professionally produced communications
program and materials will fall flat if their contents aren't meaningful
to their intended audiences...
—THE
MEASUREMENT PROFESSION———————————————
 AMEC
Proposes ICPRE
A new professional association
to represent individuals in measurement.
Those readers who receive the UK version of ‘PR Week’ should
already be aware of a proposal from Association of Media Evaluation Companies
to form a new professional institute. Although the proposed new body --
likely to be known as the Institute of Communication Planning, Research
and Evaluation (ICPRE) -- will be formed as part of AMEC, a major difference
is that the ICPRE will represent individual professionals rather than
companies...
—ASK
THE EXPERTS————————————————————————
"Pay
For Performance" PR:
What's It Worth?
Yet another new PR agency was launched this week called "Payperclip."
Measurement has made great advances recently, so does that mean "Pay
for Performance" PR is ready for prime time? Is it a viable business
model? Is it a valid use of measurement? We asked the experts...
—THE MONTHLY
MEASUREMENT MAVEN AND MENACE—————
The
Maven:
 Andy
Lark
One
of the best things about doing speaking engagements is learning from your
fellow speakers, and that's exactly what happened last week at the IABC
Conference in Los Angeles. My fellow panelist was Andy Lark, VP of Communications
at Sun Microsystems. He's sort of a John McCain of measurement -- telling
the crowd the real story...
The
Menace:
People
Who Worship One Number
We've
seen a disturbing trend come across our desk of late in the search for
"the one number" of PR Measurement. In the rush to simplify
measurement down to one single number, organizations are using
bogus math to dress up a bogus concept...
—INDUSTRY
NEWS ——————————————————————
Moves
and Shakeouts
The
Golden Ruler of Measurement Award, Cymfony lands Homeland Security
contracts, and comScore gets big...
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Articles
in this column do not require a subscription.
The
Paine Of Measurement
 Pay-Per-What
PR?
Paying per clip is all well and good -- and we're
in favor of anything that promotes good measurement -- but clips are not
usually what we want from PR.
Measurement
Quote
of the Month
"If
you go to work on your goals, your goals will go to work on you. If you
go to work on your plan, your plan will go to work on you. Whatever good
things we build end up building us."
--Jim Rohn
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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