Jan
22
MEASUREMENT
TOOLS
 13
Reasons Why You Need
A Public Relations Measurement Dashboard
And if you have one already,
here's a baker's dozen ways in which your dashboard can help you
do your job better every day.
Including...
#3: Your dashboard tells you if you are winning or losing
key battles; #6: When
you're asked for goals and objectives, your dashboard helps you set realistic
expectations; and #13: Your dashboard gives you ammo to push back
against dumb ideas.
Jan
3
THE
MEASUREMENT
INDUSTRY
 Measurement
Industry Predictions 2008
Who will split, who will hook up,
and what will they be measuring?
Including:
#1: There
will be more partnerships between technology companies and traditional
research firms; and #6: There
will be more correlations, less causality...
Jan
3
PRESIDENTIAL
PRIMARY MEASUREMENT UPDATE
 Obama
Takes Lead From Ron Paul
In YouTube New Hampshire Race
Oprah's support helped, but the most watched
video was his holiday advertisement.
KDPaine & Partners
has been
tracking presidential candidates in YouTube videos that mention
New Hampshire, host of the first-in-the-nation primary. (See
our article from last month here.) According
to the latest data, Oprah Winfrey's support of Barack Obama
gave him as much if not more of a lift on YouTube as it did
in the polls. Obama captured the lead from Republican hopeful
Ron Paul, who had led since August.
Jan
3
CAN
THIS REPUTATION BE SAVED?
 The
San Francisco Zoo
Lesson
Number 1: Never have a major disaster during a slow news week.
The
news that
San Francisco Zoo's Siberian tiger Tatiana escaped, killed someone
and then was herself shot might never have made national headlines
had it
not occurred on the one day a year when PR people put their families
before their clients... Jan
3
THE
PAINE OF MEASUREMENT
 My
New Year's Resolutions 2008
Some realistic, some from my wildest dreams.
Friends and I recently
performed our own self-measurement analysis by asking ourselves
the question that I always ask my clients: "Imagine we're sitting
here a year from now, sipping the finest Champagne and toasting to
truly outstanding success over the past year. What achievements would
you need to have accomplished to result in such exuberant celebration?" Jan
3
MEASUREMENT
TOOLS
 Katie
Delahaye Paine's Top Ten Measurement Mini-Tools
The must-have public relations research things
that Katie (and probably you, too) can't live without.
Here
at The Measurement Standard, we are always writing about the
big measurement research tools, like media analysis, or factor analysis,
or surveys. So the other day we asked Katie Delahaye Paine (CEO of KDPaine & Partners
and publisher of this newsletter) to consider the many smaller yet vital
components of her everyday work: What are the small-but-indispensable
tools that she can't live without? Here's her list (and she'd love to hear
what yours are, too)...
Jan
3
JENNY
SCHADE'S MAKING IT COUNT
 How
to Develop 20:20 Foresight
To ensure marketing
success, do some research first.
Research.
Evaluation. These two terms often seem to go hand-in-hand. However,
when customer or employee input is sought only after a marketing
program, it all too often becomes "justification" rather than "evaluation." That's
because marketers have a vested interest in supporting what's already
been done. Have
you ever considered that you might not have such a need for evaluation
(or justification)
if you had obtained input before embarking upon an initiative?...
 Dec13
PRESIDENTIAL
PRIMARY MEASUREMENT
Who's
Winning the YouTube Video
Presidential Primary Race in New Hampshire?
Viewers favor Ron
Paul, cast doubt on front-runner Clinton.
Thanks to online videos, voters have more opportunities
than ever to see the presidential candidates campaign in New
Hampshire. YouTube videos about the contenders' activity in
the state have increased to more than three hundred per month.
Here are the
results of a study of this activity, featuring
a fun interactive dashboard you can use to analyze
the data.
Dec
11
IT'S
A MEASUREMENT CHRISTMAS
"...And
What Public Relations Measurement Tool
Do You Want Santa to Bring You This Christmas?"
We
are measurement experts, after all. So, when it comes to divining secret
Xmas desires,
we're either quizzing the seasonal elves at the local mall, or we're asking
you our faithful readers. What public relations measurement tool gift would you like
for the holidays? Here are the answers so far, (let's
hear from you)...
Dec
11
CAN
THIS REPUTATION BE SAVED?
 The
American Two-Party System
The
inane schedule of primaries and conventions that American voters look
forward to in the next year will be, I predict, the proverbial nail in
the coffin of America's two-party system. It
started two years ago... (illustration
credit: Robb Allen)
Dec
11
YOUR
MEASUREMENT READING LIST
 Understand
the
Coming Change
Paul
Gillin's
The New Influencers
There have
been countless books written about the blogosphere, ranging from the worthless
to a handful that are truly useful. Paul
Gillin's The New Influencers is at the far end of the scale:
It is really great, exceptionally good. It has my highest recommendation.
In the Must-Read-If-You-Want-to Survive-the-21st-Century trilogy, The
Cluetrain Manifesto is the prequel, Naked
Conversations comes in the middle, and now The New Influencers is
the sequel...
Dec
7
THE
PUBLIC RELATIONS MEASUREMENT MAVEN AND MENACE
OF THE MONTH AWARDS
The
Measurement Maven:
 Charlene
Wheeless
Vice President of Communications
for Intelligence
and Information Systems, Raytheon Company
The
Measurement Menace:
 Rudi
Giuliani
Presidential Candidate
Dec
7
SPONSORSHIP
MEASUREMENT
 How
to Evaluate
Events and Sponsorships
Six basic steps, five final lessons and
four additional resources.
From
Little League teams to the World Cup, from naming arenas to naming road
races,
sponsorship of events is
now one of the marketing methods of choice. As communications is increasingly
impersonal and electronic, the chance to actually touch, feel and experience
the brand is ever more important. How do you know what you get for your
sponsorship? There are six basic steps to developing a solid measurement
program...
Dec
4
THE
PAINE OF PUBLIC RELATIONS MEASUREMENT
 Don't
Ask Me...
Ask
Your Customers!
The top five questions I'm really tired of.
Don't
get me wrong, I love being your friendly neighborhood public relations
measurement guru. But, I'm
getting real tired of hearing questions that only your customers
have the answers to. Here are the top five...
Dec
4
JENNY
SCHADE'S MAKING IT COUNT
Hitting
on Guys in Bars
and Other Tools of the Trade
for Obtaining Customer Feedback
or...
Research at the scene of the dime.
In a sports
bar in downtown Chicago, my colleague and I approach a twenty-something
guy. I'm doing the talking and she's ready with her clipboard.
"Excuse
me," I begin. "Can we speak to you for a few minutes?"
"Yeah,
just a second," he responds. He leans over to one of his buddies and
whispers, "I can't believe this, we just got here and already chicks
are hitting on me!"
He
returns to us. "Hi!"
"We'd
like to ask you some questions about the video games here,"I explain. "It's
market research..."
The Measurement
Standard publishes articles on public relations measurement, public relations
research, public relations effectiveness and related topics.
| |
Measuring
Public Relationships: 25%
Off!
 This
228-page paperback is the must-have practical guide to hands-on
PR measurement. Emphasizing the role and evaluation of relationships, measurement
guru K.D. Paine provides every public relations professional with step-by-step
research procedures for measuring programs, improving results, and managing
relationships. Available until 1/31/08 at 25% off the $29.95
cover price. To place your order, call Sheila at the KDPaine & Partners
office: 603.319.1047. More
information here.
Great
Minds on Measurement
 "An
error does not become truth by reason of multiplied propagation, nor
does the truth become error because nobody will see it."
--Mohandas K.
Gandhi
 KDPaine's
Speaking Schedule
(see
this
page for the most up-to-date list):
-- 1/15:
PRSA Teleseminar "New Media, New Metrics"
-- 2/28/08: Palo
Alto Research Center Web 2.0 Forum.
-- 3/6/08: CUPRAP,
Hershey, PA.
-- 4/6-8/08: Media Relations Summit, San Franciso.
KDPaine & Partners
News
(see
this
page for the most up-to-date list)
-- BuzzLogic and KDP&P team up to deliver
greater accuracy, more depth, to social media measurement, more
here.
-- KDPaine&Partners announces DIY Dashboard 3.0,
more
here.
-- KDPaine & Partners
are winners of PR News' Platinum
PR Award 2007, Research & Measurement category, more
here.
-- KDPaine & Partners and CustomScoop are giving the UNC
School of Journalism and Mass Communication database access,
design capabilities and data valued at $500,000, more
here.
 Measurement
Tips of the Month
Our tips this
month are courtesy of James Finster, a
director of Wolston Solutions and a consultant specializing
in practical and
independent approaches to the management of customer-facing functions in
organizations.
 1. Bad
data is bad data, whatever you
do to it.
2. You
can fool yourself into
thinking that the figures have improved because of what you've done,
when it is really just a coincidence.
3. People interpret figures to suit their agenda.
4. Out-of-context figures mean nothing.
5. Don't
presume you know what metrics
your customer needs.
6. Don't
presume your customer knows what metrics
they need!
7. No one reads boring reports that
are the same every month.
 Check
In On Measurement
Blogs:
It's
easy to use Technorati to search for recent blog posts on
topics that interest you. We've done it with the links below
(but you can enter any search string you like when you are
there):
-- PR
Measurement
-- Public
Relations Measurement
-- Social
Media 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.
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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