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. I've never met a PR program I couldn't measure, so how come people are still saying that the results of their programs are "intangible." Granted, the results may not have met the objectives, but that's not the fault of the program, that's the fault of the program planner. Did they not reach the right audiences with the right messages? Did they not position the product better than the competition? Did it have no impact on the relationship with their publics? Did they not increase awareness or preference?

People who say their results are "intangible" simply haven't established clear objectives and/or built in a measurement program so that could capture tangible results. Sure, I know it's hard. You're in the middle of the planning process. Creative ideas are buzzing around the room like mosquitoes on a hot New Hampshire night. Who has time to get down to the most mundane of topics: measurement?

But the reality is that it is so simple to build it into the plan and so hard to measure after the fact. If you've got a thousand people coming together for an event, at least get their email addresses so you can send them an on-line survey. Better still, get their phone numbers, or interview them as they leave. If you're trying to change opinion, get a quick pulse check out there first so you know what their opinion is before the program begins. That way you can see if you moved the needle later on after the crowds have left and the dust has settled.

Yes, it's one more thing on your list, but for everything you do, set up a unique URL so you can track responses to your press releases, white papers or other announcements. At least you'll know if anyone responded to your calls to action.

There is nothing intangible about what we do. It's all terribly tangible; it just takes time, effort and a bit of foresight to make it happen.

The
2004
Measurement
Summit
Sept 21-24, 2004

Four Days of All Things Measurement
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.

Stock your reference library at the Measurement Mall, where you'll find books, Buyer’s Guides, Complete Handbooks and a selection of white papers.
[let’s go shopping]

1. You’ll learn how to use hard numbers to prove the results of your PR efforts.

2. You’ll learn which are the right vendors for your measurement projects.

3. You’ll learn how to design your program right from the start to be easily measureable.

Click here to
subscribe now!
(It’s 100%
money-back guaranteed!)

51 Durham Point Road, Durham, NH 03824
603-868-1550 fax: 603-868-3346 www.measuresofsuccess.com