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Can
This Reputation
Be Saved?
What Midnight Express did to Turkey's reputation as a tourist
destination, Fahrenheit 911 may do to the Carlyle Group. Michael
Moore gets his digs into a number of different institutions in his latest
documentary, but, after George W. Bush, The Carlyle Group is perhaps the
most vilified.
With A Bullet:
Last Month's Top Five Most Popular Articles:
#1:
Four
Days of All Things Measurement Sept 21-24, 2004
#2: Plan
Ahead to Hit Your PR Target
#3:Pay-Per-What
PR?
#4: "What's
In It for Me?" Ten guidelines for developing compelling messages.
#5: Can
This Reputation Be Saved? Nike and Michael Jordan
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Special
Issue:
—NINE
LITTLE CASE STUDIES—————————————————————
 "Elementary
My Dear Watson!"
N Is For Nine Real Life Measurement Mysteries
The
true glory of the measurement process lies in using your facts and figures
to uncover some heretofore hidden villain in a communications program.
Those charts and stats often hold clues to unseen forces at work, and
nothing makes PR research more rewarding than sleuthing out an unknown
culprit: "It was Colonel Mustard in the Board Room with the letter
opener!"
—CASE
STUDY ———————————————————————————
Looking
for A Center of Gravity in Media Analysis
Is
it possible that a media analysis center of gravity exists and can be
discovered through public relations measurement techniques?
A
critical element in military planning and execution involves the early
identification of an adversary's center of gravity (COG). The COG defines,
influences or controls all of an opponent's activities and actions. Centers
of gravity can also be found in economic, business, and non-profit activities.
The existence of COG's in other venues presents some interesting questions
for public relations measurement practitioners.
—PR
SKILLS ———————————————————————————
 I
Have Seen
the Future of Measurement
The next best things are already here.
Technology has revolutionized the way information is collected and analyzed.
Sophisticated tracking tools are making possible the kinds of integrated
research that ten years ago was only available to large corporations affordable
to far more budgets. So what does the future include?
—JENNY
SCHADE'S MAKING IT COUNT———————————————
 Getting
On with Business
After the Restructuring
Seven
Guidelines for Determining What Employees Need to Re-Engage
Imagine
your very worst nightmare. If you're eight years old, you call your mother.
But what happens if you're 48 years old and just woke up for the tenth
night in a row because you're afraid you're going to lose your job? Or,
you're a manager and dreading the news you have to deliver tomorrow?
Many people think that the hardest part of reorganization is just getting
through the lay-offs. In fact, the greatest challenge involves getting
on with business after the restructuring...
—ASK
DR. PAINE————————————————————————
How
Do I Measure PR ROI for
Professional Services Firms?
Q: Are law firms unique in any way because of
the nature of their services?
A:
Yes, because half their job is to keep client's names out of
the press, and the other half is to get client's names and/or viewpoints
into the media. Confidentiality issues make the entire process
even trickier...
—BOOK
REPORT ————————————————————————
Welcome
To The PR Department
Here's the perfect book for you.
Public
Relations, the Complete Guide, by Joe Marconi is the book that the
experienced practitioner should give her new boss that has never managed
PR before. Most importantly, it needs to be read by all the MBA students
out there that are never quite adequately taught the difference between
advertising, marketing and managing relationships with your publics...
—THE MONTHLY
MEASUREMENT MAVEN AND MENACE—————
The
Maven:
Joe
Marconi
I
hope Joe's book is hugely successful, not just because he quotes us in
his chapter on measurement, but because he offers the reader a wonderfully
clear and straightforward discussion of both research and measurement
as well as the rest of the gamut of public relations topics...
The
Menace:
Agencies
and PR people who enter award contests without any understanding of what
“results” or “ROI” or measures of success mean.
A
decade ago, the Institute for PR began a crusade to get award contests
to include measurement and research as part of the criteria for winning.
Just about every program now has some measurement requirement in its rules.
The problem is that there's an incredible number of PR people out there
who just can't seem to follow directions...
—INDUSTRY
NEWS ——————————————————————
Moves
and Shakeouts
The
first PR Week Business School, Why is one public relations executive more
successful than another?, A new measurement bibliography from Institute
for Public Relations, and more on The Golden Ruler Award!
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Articles
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The
Paine Of Measurement
 "Intangible
Results?"
Just
Another Way of Saying Poor Planning
Okay,
one more time: There is no such thing as intangible
results. The people who are saying that the results are "intangible"
simply haven't established clear objectives and/or built in a measurement
program so that they could capture tangible results.
 Measurement
Summit Update
Case
Studies Galore
Day 2 of the 2004 Summit on the Future of Measurement is Case Study Day,
during which PR professionals from America's most admired organizations
will tell their tales from the measurement trenches. Read
previews here. Get registration information here.
Measurement
Quote
of the Month
"Aim
for success, not perfection. Never give up your right to be wrong, because
then you will lose the ability to learn new things..."
--Dr. David M. Burns
The
Measurement Mall
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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.
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with small budgets measure success...
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