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Free Seminar of the Month

How To Educate Yourself on PR Measurement

The Measurement Standard brings you this series of self-guided seminars to enable you to educate yourself on special measurement topics. Many of the resources are available on the Web and free of charge.

Just by reading this newsletter you are taking a big step in furthering your education in measurement. But there are plenty of low-cost or no-cost resources that will boost your knowledge and help you solve problems:

Online Resources:

• The Measurement Standard and its back issues hold a wealth of information on measurement. (That's our purpose.) And subscriptions are free for a limited time, so sign up here, then browse the back issues here.
• MeasuresOfSuccess.com is also dedicated to educating you on PR measurement (and also a production of KDPaine & Partners). It features The Measurement Mall and the Ultimate Guide to Free Measurement Resources.
• The Institute for Public Relations website has research and papers by most of the top names in the measurement field, and will keep you up-to-date on the profession of PR.
• Blogs are where the brightest minds in measurement post thoughts and start discussions that become the hot topics of the future. To get started, dive into the list of blogs on the contents page of each Measurement Standard issue. Read a few blogs and when you have something to say, post a comment and start trading ideas. Who knows? You may be writing your own blog soon.

Most blog authors include a list of their favorite links and resources. Katie Paine's measurement blog, for instance, includes one list of resources and another list of blogs, which together form a whole state-of-the-measurement-art seminar in itself. You work your way through all that, and we'll send you a gold star. Really.

Books: There are many good books on PR measurement (and, yes, Katie Paine will be publishing another one early next year). Here are a small handful of the most appropriate to learn from:

• Dermot McKeone's "Measuring Your Media Profile" (1995, Gower)
• Jim Macnamara's "Public Relations Handbook" (2005, Archipelago Press)
• Ralf Leinemann and Elena Baikaltseva's "Media Relations Measurement" (2004, Gower)
• Cal. W. Downs and Allyson D. Adrian's "Assessing Organizational Communications, Strategic Communications Audits" (2004, The Guilford Press)
• Lou Williams' "Communication Research Measurement and Evaluation" (2003, IABC)

Conferences and Seminars: These can be expensive, but you won't find a better educational experience. Great for networking, too.

• IPR's Measurement Summit, held each fall in New Hampshire
• IPR's International Public Relations Research Conference (IPRRC) held each spring in Miami
• IABC's Research and Measurement Conference held each year in New York

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.

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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