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Articles
in this column do not require a subscription.
Can This Reputation
Be Saved?
 The Cruise Industry
Between tilting decks, fires and
disappearances, the cruising industry has
tacked from crisis to crisis for the past year. As soon as one
storm blows over, there's been another one on the horizon, and
all the bad news has left bookings dead in the water. As
we've
seen for years, a single major crisis that makes headlines for a month
is far easier to move past than a steady drip, drip, drip of bad news.
And that's what the cruise industry has been hit with...
(Read the rest here,
no subscription required.)
Free Seminar of the Month:
How to Measure Events and Sponsorships
The
Measurement Standard brings you this series of self-guided seminars
to enable you to educate yourself on special measurement topics. This
month we list articles and papers that will bring you up to speed on
how to measure events and sponsorships. All the resources are available
on the Web and free of charge.
(Read
the rest here, no subscription required.)
With A Bullet:
Last Month's Top Five Most Popular Articles:
(If these articles were subscriber-only in last month's issue, you will
still need a subscription to read them.)
#1: The Death of Scream Marketing
and the Rise of the
Conversational Paradigm
#2: Measuring
Failure Is More Important
Than Measuring Success
#3:
50
Words Or Less: Short answers to the most frequently asked questions in
PR measurement.
#4:
Research,
ROI and the Real Value of PR
#5:
Oops!
Half a dozen lessons learned from Mistake of the Month.. and other nightmare
projects.
Keep Up With the Measurement Blogs:
Check these recent posts:
- James Clark on "The Placement Crash - The Failure of PR
in the Conversation World"
- Blogging
about surveys about blogs
- Richard
Gaunt & Glenn O'Neil's Intelligent
Measurement
- Katie Paine's
blog
-
OnlineSPIN: Nielsen
to Track Cross-Platform TV Programming!
Go to technorati.com and
search 33 million sites for mentions of "PR measurement"
during the past 20 days. Hey, we've done it for you already,
just click here!
Blog references:
- A
PR measurement wiki:
lots of good resources
- Our
Special Issue
primer on blogs and blog measurement
Our Back Issues are now organized by subject
matter, take a look at this list:
You
will need a subscription to read most
of them.
Measurement
Quote
of the Month
 "It
is not bigotry to be certain we are right; but it is bigotry to be
unable to imagine how we might possibly have gone wrong."
-G.K. Chesterton, essayist and novelist (1874-1936)
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The articles
below require a subscription.
Subscriptions
are at no charge for a limited time!
MEASUREMENT
STRATEGY
Move Up To Competitive Benchmarking
Measure
your marketplace in five easy steps.
It's
sad how many organizations fail to benchmark their efforts against
the competition. They think they're measuring by counting their
own clips or messages or opportunities to see. And they are, but only
to a very limited extent. It's fun to look in the mirror, but you don't
learn much about the rest of the world. To deliver the data you need
to make decisions, you want to benchmark yourself against your competition... (You
must be a subscriber to read further: Subscriptions
are at no charge for a limited time!)
MEASUREMENT
TACTICS
 Bad
Measurement Ahead
Ten tell-tale signs of a measurement disaster in
the making.
One
of the more interesting benefits of
doing the same job for two decades is that you learn from your mistakes
and you get better at spotting disasters waiting to happen. Here are
ten of the more ominous measurement
warning signs, including: #1: Beware
of the Mystery Meat of Research; #3: It's
the Search String, Stupid; and #4: Asia Is Not a Country. (You
must be a subscriber to read further: Subscriptions
are at no charge for a limited time!)
JIM MACNAMARA'S MEASURING UP
 Measurement
Traps In Our Shrinking World
Globalization,
western myopia and on-the-ground research.
We
have heard a lot about globalization over
the past two decades and the extensive literature suggests that
Marshall
McLuhan's prophesy of a global village has come to fruition.
All over the world people are increasingly doing things, buying
products and thinking the same way we do, right? Don't
bet on it. In fact, globalization may be one of the great myths
of our time. Making
assumptions about the rest of the globe and measuring other markets
and cultures by our standards are hallmarks of dangerous western myopia...
(You
must be a subscriber to read further:
Subscriptions
are at no charge for a limited time!)
ALICE BRINK'S OBJECTIVE MEASURES
 Who's
Your Real Competition?
Your toughest competition could be
something you haven't thought of yet.
Are
image and lifestyle really competitors? They are certainly messages competing
for employee mindshare. Employees who feel defensive or ambivalent
about the business they are in are at risk for lower productivity and
higher attrition and are ineffective public representatives of the
organization. Employees focused on moving into the next phase of their
lives may not give their full energy to the job they are in. So how does
this affect communication strategy?... (You
must be a subscriber to read further: Subscriptions
are at no charge for a limited time!)
THE MEASUREMENT MAVEN AND MENACE
The
Maven of the Month:
Shonali
Burke, ABC
Senior Director of Communications, ASPCA
What
is particularly interesting about Shonali's approach is that she always
starts with the goal of measuring outcomes. Media monitoring is seen
as something you tie results to, not the other way around. So while making
sure that the ASPCA is more visible than competing brands
is important, it's not the only goal. (You
must be a subscriber to read further: Subscriptions
are at no charge for a limited time!)
The
Menace of the Month:
World
Cup Sponsor Hyundai Motors and Sponsorship Intelligence
Okay,
so we know that the World Cup is the most watched event in the world,
with over a billion people tuning in to the final match. So there's
nothing particularly surprising about sponsors happily forking over hundreds
of millions of dollars to FIFA for the privilege of having their name
in the stadium. What's surprising is Hyundai's statement to the media
that the World Cup had generated the company some $7.3 billion in "PR
effect..." (You
must be a subscriber to read further: Subscriptions
are at no charge for a limited time!)
THE MEASUREMENT INDUSTRY
Benchmarks
Arbitron,
Nielsen Releasing Apollo Data To Media; Donald
K. Wright Appointed Professor at BU; Top
Brands Push for Audited Metrics; and more... (You
must be a subscriber to read further:Subscriptions
are at no charge for a limited time!)
CARTOONS DRAWN ON THE BACK OF BUSINESS CARDS
by hugh macleod
 gapingvoid.com
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Articles
in this column do not require a subscription.
The Paine of Measurement
 Walk Before You Run
I wish our industry would
learn to walk before it starts running triathlons. Here at KDPaine & Partners,
we've gotten a great many requests lately to measure blogs and
consumer generated media. But
these requests are coming from organizations that frequently
haven't gotten around to even implementing a media measurement
program, never mind any sort of solid competitive benchmarking.
CGM
is fine, and you do need to know what the blogerati are saying
about your brand,
but you can't do that in a vacuum...
(Read the rest here, no
subscription required.)
Katie
Paine Speaks:
- 9/20-22, Chicago: Ragan's
10th Annual Strategic Public Relations Conference:
"Measurement On a Budget"
- 9/26, Durham, NH: DIY
Dashboard Users Group
- 9/27, Portsmouth, NH: The
Measurement Summit
- 10/8-10,
Washington, D.C.: IABC Heritage Conference
-
10/16-18, Washington, D.C.: Emetrics
Summit
Measurement Tip
of the Month
Use Google
News to monitor the competition -- and get your bosses excited about
measurement. If
you can't afford to add the competition to your media list, just do a
Google
News
search
on a
weekly basis for
your organization and the competition and see what turns up.
Present the results in chart form, and your bosses will get intrigued
enough to fund a real research program.
Your
Free Reprint
of the Month
PR
Agencies and Measurement: They're Starting to See the Light. Includes
discussions on the fox guarding the hen house, agencies that really measure
up, a standardized metrics approach to measurement, and a tip on how to handle
the cost of clips... (Read
the rest here, no subscription required.)
You know you need to measure your results,
but chances are there's never been enough money in your budget for evaluation.
Until now.
KDPaine & Partners' new Do-It-Yourself Dashboard system combines
a Web-based application with professional consulting to enable PR professionals
to customize their own PR dashboards. Look
here for more information.
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