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July 30th, 2003
The Measurement Maven Debi Miller, Bank of America You’ve just got to admire anyone who can take a broad enough perspective in this marketplace to combine research products from two rivals and do it in the context of a corporate-wide focus on Six Sigma and ROI. (Okay, I know we're talking major buzzword saturation, but this is cool stuff.) Debi Miller, Vice President of Corporate Communications at Bank of America, was challenged to incorporate PR results into the corporate-wide Six Sigma program. First, she used Delahaye's MRI (Media Reputation Index) (see The Measurement Standard, April 22, 2002) to establish a benchmark for Bank of America's rank relative to the other 99 largest corporations in America. Then, to figure out how individual elements of her PR program were contributing to those reputation factors, she used Market360 from Biz360 to monitor all of Bank of America's communication channels, including internal channels, the Web site and print publications. As a result of Debi's efforts, Bank of America gets daily, weekly and monthly data on its position in the media on those elements that impact its ranking on the MRI. Data includes message adoption, prominence and overall visibility against competitors on such complex topics as corporate philanthropy, executive compensation, health care benefits and risk assessment. See this page for more details of this case study. -KDP The U.S. Supreme Court Part of me knows exactly how those Dixie Chicks feel. We were a little ashamed when we found our fellow Granite Stater Justice Souter's name attached to the Supreme Court's non-decision in the Nike case. (Read a summary of the case and how our Experts weigh in on this topic in this month's Ask the Experts column, or click here to read the decision.) And we were surprised—because Souter has demonstrated such incredible backbone in the past; specifically, when it came to Bush vs. Gore in 2000. Here's the scoop: Nike was sued by Activist Mark Lasky, who argued that Nike's PR efforts to defend itself against charges of labor abuses in its overseas factories were untrue and, therefore, illegal according to Truth in Advertising laws. The California courts agreed that PR efforts were paid commercial speech and therefore should be covered by the same laws as advertising. For the past year or so, senior PR officials around the country have been holding their collective breath to find out how the highest court in the United States feels about corporate free speech. Is PR like Advertising and therefore subject to Truth in Advertising laws? Or is PR like editorial content and therefore subject to free speech laws? That, Chief Justice Rehnquist, is what informed communicators want to know. Regardless
of how we may feel about Nike or its labor practices, we take exception
to the Supreme Court's refusal to decide. A ruling one way or the other
would have had huge implications for the entire industry. By refusing
to make a decision, thus allowing Mr. Lasky to pursue his case in state
court, the Supremes have wimped out on an extremely important issue.
By not issuing an opinion, the industry remains on hold. Justice Souter,
we somehow thought Granite Staters were made of firmer stuff. -KDP
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