The Paine of Measurement

Now Sit Up Straight
and Pay Attention!
If the last time you learned something new about measurement was five years ago, you are sadly out of date.

by Katie Delahaye Paine

I was shocked (shocked, I say!) to find that, according to several recent surveys, the most frequently cited reason that people don't measure (after budgetary excuses) is their lack of knowledge about measurement tools. This astounds me -- given that there are dozens of free research papers available on the Institute for PR Web site, that I lecture at least 100 people a month on the topic and that there are dozens of classes, workshops conferences, and webinars every year. It seems to me that you'd have to be living on a desert island to be totally unaware of how to measure your success these days.

So it's not that there isn't a wealth of information available, it's just that most people don't make the time to avail themselves of it. And that's a problem. Because the science of communications research is advancing every day. Every month, somewhere in the world, new theories are being tested, new products are invented, and new methodologies explored. If the last time you learned something new about measurement was five years ago, you are sadly out of date.

For example: Thanks to automation, the cost of collecting, reading, analyzing and reporting on your media coverage has dropped from approximately $20-30 a clip five years ago to $5-$10 today. Relationship measurement (see "They Love Me, they Love Me Not" in this issue) used to be just a theory, but is now so affordable that it's used by non-profits, associations and government entities, as well as corporate America. And Internet measurement has moved from the realm of the Web geek straight into the domain of communications.

So if you can't make it to our Summit on the Future of Measurement to learn about all these new developments, we strongly urge you to take a class, read a book or attend a webinar and get yourself back to school!

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.

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603-868-1550 fax: 603-868-3346 www.measuresofsuccess.com