| Mentioned
in this issue: The Canadian PR Society, Microsoft, Thomas Jefferson,
FeedBurner, Second Life, Vista, Edelman, Wal-Mart, Ketchum, CyberAlert,
Fleishman, PRSA, Burson, MarketingSherpa, The Electric Sheep Company,
Weber Shandwick, Bacon's, Hill & Knowlton, ATHF, and Sony.
Mar
22
MORE
MEDIA ON MEASUREMENT
New:The
Measurement Standard: Blog Edition!
One newsletter
just couldn't contain all the thrills and excitement of PR measurement,
so we've opened a new outpost in Blogistan.
At
the
new Measurement
Standard: Blog Edition, you'll find most of the same
content as here in the newsletter, plus we'll post all those
interesting research tidbits that don't quite fit
into our regular issues. Bonus: It's quick and easy for readers
to comment and ask questions. Check
it out now.
Feb 8
THE
PAINE OF MEASUREMENT
 Measurement Standards:
Why Can't We Decide?
We don't have
standard measures because there are no standard PR programs.
We
in the PR world have been jabbering on about needing measurement
standards for at least the last twenty years. Despite the best
efforts of the Canadian
PR Society and others, we're no closer to achieving that goal... Feb 8
PR
AGENCY REPUTATION INTERACTIVE DASHBOARD
 Public
Relations Agency Reputation Update
PR’s reputation continues
to suffer in the blogosphere.
Here's
the latest update from KDPaine & Partners' on-going analysis of
the blogosphere reputations of the top ten PR firms (including an interactive
dashboard where you can create charts and view the data, agency by
agency). New results show that recent negative coverage has eased,
but there is considerably more hostility towards PR firms now than
there was back in the summer...
Feb 8
CAN
THIS REPUTATION BE SAVED?
 Consumer
Reports
Product testing organization
slips up, but recovers nicely.
Consumer
Reports released a report concluding that most child
car seats were dangerous, but then had to recall the report
after discovering that the research methodology was flawed. Ouch! It's
a researcher's worst nightmare...
Feb 8
LETTER
FROM THE EXPERT
 Research:
Key to a Seat at the Table
Jim Grunig shares evidence for the strong correlation
between use
of research and a strategic role for PR.
Studies
are beginning to show that research is the answer to the question
of how public relations can get a seat at the table,
become more strategic, and serve a counseling rather than a messaging
role...
Feb
8
JENNY
SCHADE'S MAKING IT COUNT
 Eight
Brainstorming Best Practices
How to ensure super-colossal ideas.
The
best brainstormings are exciting, stimulating and fun. They generate
big ideas that win business. The least productive sessions are
flat, anxiety-filled and frustrating. Effective brainstorming is
no accident; here are eight powerful ways you can help ensure productivity...
Feb 8
THE
MONTHLY MEASUREMENT MENACE AND MAVEN AWARDS
THE MAVEN:
 Wayne
Clough
President,
Georgia Institute of Technology
Dr.
Wayne Clough is a star in the field. He invests in research in all forms,
from academic to market to media research. He understands that it is
a powerful tool for discovery, and that in the PR realm it is invaluable
for charting future strategy and evaluating outcomes. That's probably
why Georgia Tech is
one one of the top research universities in the nation...
THE
MENACE:
Forrester
Research
Forrester
Research recently put out a
report and accompanying case history on the ROI of blogging. The
good news is that it costs $379, so with luck a lot of people won't
read it. The
content is truly aggravating. The ROI calculations put forth by Forrester
are
all about equating blogging with traditional advertising...
Feb
8
MEASUREMENT
INDUSTRY NEWS
Benchmarks
PRSA
and Bacon's release "State of the Profession" survey
results; CyberAlert PR grants awarded; Jeffrey, Michaelson and
Stacks author a new paper on volume of coverage; Big Apple Awards
now include measurement; and more. Last
issue's four most popular articles:
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...
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
 "Information
is the currency of democracy."
Thomas Jefferson, third US president, architect and author (1743-1826)
Feb 8
Measurement
Tip
FeedBurner's nifty
tools measure traffic to your blogs, which postings are drawing traffic, and
how the traffic is changing over time.
Bonus: The
Electric Sheep Company is about to start a service that will
give
Second Life participants a way to track footfall.
Feb
8
Must-See Website
of the Moment
OK,
it's brain candy, not measurement, but you'll like it: The
Ad Generator pairs random ad slogans and images to create
randomly profound (or not) ads. Source: Brendan
Hodgson's blog.
Feb
8
Recent
Measurement Blogs:
- Intelligent
Measurement: Glenn O’Neil on Evaluating Advocacy
Campaigns
- Shel
Holtz on evaluating marketing blogs
- IABC
Measurement Commons: Eric Bergman on media relations measurement
- Mike's
Points: Credibility in the blogosphere
- Don Bartholomew:
with
Mark Weiner on marketing mix modeling
- Katie
Paine on ATHF ads in Boston
And if
you've just got to track recent mentions of "PR measurement," go
to technorati.com.
Hey, we've done it for you already, just
click here!
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?"
 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.
|
