| Jan
16
THE
PAINE OF MEASUREMENT
 New
Tools For The New Year
My public relations measurement
tools wish list.
Santa
was very good to me in 2006, (I love the bicycling
accoutrements, and the jewelry is adorable), but what he didn't
deliver are some new and better measurement tools. So here's my list for this
coming Xmas, (just a little early)...
Jan
16
THE
FUTURE OF MEASUREMENT
 10
Measurement Visions, Predictions and Prophecies for 2007
Look
out old fogies: the new generation is about to eat your lunch.
Including: #5- PR
people will be forced to think in terms of their impact on the
business,
not just on the media or the message; #4-
We will finally give up on measuring the media; and #8-
By the end of 2007 we'll be sick of hearing about global warming,
but at least we'll be doing something about it.
Jan
16
JIM MACNAMARA'S "MEASURING UP"
 Transparency,
Not Black Box Measurement
Measurement's
search for the Holy Grail is up a blind alley.
At
the Summit on Measurement last year in Portsmouth, New Hampshire, discussion
ventured onto black box measurement – our industry's fascination
with mysterious indexes
and metrics that purport to be the Holy Grail
of Measurement. Some
argue that any day one of these will be the saviour of public relations – a
silver bullet that shows the ROI of PR and sends
management into spasms of appreciative joy as they reach for their
corporate check books to up their PR budget. To
quote a line from the iconic Australian movie, The Castle: "Tell
'em they're dreaming."
Jan
16
YOUR
MEASUREMENT READING LIST
 PR
Ju-Jitsu
Alan Kelly's The
Elements of Influence analyzes
the moves and countermoves of
PR.
This is one heck of a provocative look
into the science of public relations. I can't wait to see how it
is received by our industry. It's a little like any other book that
takes a whole new look at some very old ways of doing things: It
will probably be reviled by some, will horrify others and will eventually
revolutionize a good part of our business. Whether
it's good for public relations is another question...
Jan
16
MEASUREMENT
INDUSTRY NEWS
Benchmarks
New
Institute for Public Relations trustees; PR
Newswire and Technorati link up.
Dec
7
THE
PAINE OF MEASUREMENT
 How
Not To Lie With Statistics
It's
time to turn the black box into lucite.
For far too long communications professionals -- who know a great
deal about writing, pitching and the politics of business, but know
little about research -- have been manipulating numbers to make themselves
look good. It's time to move beyond "any measurement is good measurement" and
demand that measurement be accurate and that the methodology be transparent.
The days of the "black box" are over.
Dec
7
MEASUREMENT
IN ACADEMIA
 BMOC
Stands for
"Big Measurement on Campus"
How to measure in the academic environment.
More and more educational institutions are realizing
that managing their reputations is critical to their survival.
You can have the best faculty in the world, but if no one knows
it, you're not going to attract students. Academics
are learning that in order to manage they need to measure. So PR
measurement is making it onto to-do lists of communications and public affairs
officers in colleges and universities of all shapes and sizes. (This
article includes
Six Golden Rules, Seven Steps to Success, and How to Budget.)
Dec
7
ACADEMIC
MEASUREMENT CASE STUDY
 The
Case of the Ignorant University
How
one New England university learned a $6 million lesson on the value
of measurement.
Having
the right data on which to base decisions is worth every penny of
its cost.
The cost of not measuring is almost always higher than the
cost of measurement. One New
England university learned this lesson the hard way. Several years
ago, both the University and the town were in desperate need of soccer
fields. A
University
alumnus, a successful local entrepreneur, offered to donate $6 million
to build them. A site was selected, town officials were notified, and
the University assumed it would soon be hosting soccer tournaments.
Dec
7
JENNY
SCHADE'S MAKING IT COUNT
 Facts
vs. Feelings
How
to measure what is really important.
Some
of the most frequent questions we receive from companies
interested in learning more about their customers and employees are
about methodology: Should we do a survey? What about focus groups?
Is qualitative research
really valid? And
the answer is: "That depends... on what you're trying to do with the research,
on the
nature of your target audience and on the type of insight you are seeking..."
Dec
7
MEASUREMENT
STRATEGY
 To
Monitor
or Evaluate
or Both?
Glenn
O'Neil describes how measurement
during the course of a project can guide your actions and make a final
evaluation easier.
Many
communication professionals approach PR measurement
with an end game attitude -- as something that's done once a
programme or project is concluded. But this is an error; PR measurement
also needs to take place before and during a project.
Dec
7
CARTOONS DRAWN ON THE BACK OF BUSINESS CARDS
by hugh macleod
 gapingvoid.com
The Measurement
Standard publishes articles on public relations measurement, public relations
research, public relations effectiveness and related topics.
|
|
 Great
Minds on Measurement
 "It
doesn't matter how beautiful your theory is, it doesn't matter how smart
you are. If it doesn't agree with experiment, it's wrong."
-Richard Feynman,
physicist, Nobel laureate
Jan
16
Measurement Tip
of the Moment
How
RSS Kills Banner Ads Watch
this great
little tutorial movie from The Ronin Marketeer on how
RSS feeds are making banner ads obsolete. And read Shel
Holtz' blog about it.
Jan
16
Scream Marketing's
Not Dead Quite Yet
The
New York Times has
a
great article on those ubiquitous dancing-and-distracting LowerMyBills.com
ads.
And adverlicio.us, "the world's largest and tastiest
archive of online advertising,"
has a
collection of the LowerMyBills.com ads, and other great Web ads
as well.
Jan
16
Reprint
of the Month
Measurement
Malfeasance
We
asked the experts: "In
your experience, what types of research and/or evaluation are most
frequently abused/misused? And how would you fix the problem?"
Jan
16
Keep
Up With the Measurement Blogs:
 Recent
posts:
- Brendan Hodgson
- Intelligent
Measurement
- Shel Holtz
- Angie Jeffrey
- Mike's
Points
- Michael Blowers
- new
research from New
Communications Review
-
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
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: How
Not To Lie With Statistics
#2: The
Case of the
Ignorant University
#3: BMOC
Stands for
Big Measurement on Campus
#4: Facts
vs. Feelings:
How to measure what's really important.
#5: Measurement's
Empty Head:
Measurement ignores the most complex part of PR.
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.
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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