| Nov
22
THE
PAINE OF MEASUREMENT
 What
is New Media?
It's
not like "old media" is going away.
The New York Times, The
Washington Post, and the Sunday talk shows still wield a lot of
clout. It's just that now, everyone else has a little bit of clout too.
Nov
22
BILL PAARLBERG'S EDITORIAL IMPERATIVE
 Measurement's
Empty Head
Measurement
ignores the most complex part of PR.
PR
measurement treats the mind of the media consumer like it's an empty box
to be filled: The media dumps in impressions
and we measure the outtakes and outcomes. But it's time to face up to the
fact that human beings aren't just empty heads, and they don't consume media
in a simple and rational fashion.
Nov
22
JIM MACNAMARA'S "MEASURING UP"
 The
Fork in the Road
How PR measurement has lost its way on the path to professionalism.
PR
practitioners just don't seem to want to or be able to measure. How do we get
past the apparent roadblock that is preventing practitioners doing what 10-15
years of professional and academic advice has urged them to do? This article
advances a theory on the real underlying reasons for the industry's research-phobia
and suggests a route to negotiating this obstacle. Nov
22
ALICE BRINK'S OBJECTIVE MEASURES
Advertising
vs. PR
It's time to shake hands
and play nice.
It is time to lose the turf battle
between advertising and public relations. I could see this thread running
through nearly every presentation of the Summit on Measurement.
Let's drop the holier
than thou attitude some of us in PR have held toward advertising.
That's the first step toward building effective collaborative relationships.
Nov
22
THE
MEASUREMENT MAVEN OF THE MONTH
William
Ryerson
Founder, Population Media Center
The
Population Media Center uses media
radio and television dramas to change attitudes around the world regarding
HIV/Aids, birth control and family health. These "entertainment-education" melodramas
teach viewers new attitudes and behaviors by including characters that
evolve into role models. What makes PMC unique from most other nonprofits
is their emphasis on measurement. And they're not just measuring
attitudes, they're measuring changes in behavior.
Nov
22
THE
MEASUREMENT MENACE OF
THE MONTH
BurrellesLuce
BurrellesLuce
wins the prize for either sheer stupidity or sheer chutzpah or possibly
both. Their recent marketing
newsletter offered the "7 'Must Have' Metrics for Media Measurement," and
topping the list was advertising value equivalency. To
make matters worse, the other six "'Must Have' Metrics" have
nothing to do with proper research but rather are simply elements that
are offered as part of BurrellesLuce's standard service.
CAN THIS REPUTATION BE SAVED?
Dell,
Apple, Sony, Starbucks, RadioShack and Email
One thing that recent crises at Dell, Apple, Sony, Starbucks and RadioShack all
have in common is email. Each of these companies has made blunders
that were compounded by the efficiency and facelessness of email. Reputation-wise,
those companies will probably recover, but the reputation of email can't be saved.
Of course, it's taken a lot more than this news to do it in, including
an insatiable demand for manhood enhancement, penny stock tips and watches that
look just like the real thing.
AGENCY
REPUTATION INTERACTIVE DASHBOARD!
 Top
Ten Agencies'
Blog Reputations Revealed
Lobbying and astroturf are biggest
negatives.
The
blogosphere is a good place to spot potential reputation trouble.
KDPaine & Partners has been analyzing the blog reputations of
the top ten PR firms since the beginning of June. All postings--both
in the blog body and comments--that mention one or more of these
firms are rated as positive, negative or balanced. This article
links to an interactive dashboard, where readers
can view charts and data and read the postings themselves. MEASUREMENT
BY THE BOOK
 Warning!
This Book Could Change Your Life
"True
to Yourself: Leading a Values-Based Business" by Mark Albion
Mark
Albion is the kind of guy who changes people's lives. A few years
ago his book, "Making a Life, Making a Living," prompted
hundreds of people to rethink their lives and change careers.
The premise of his new book is that if you are true to your own
values and act accordingly, you can add value
to your company. This philosophy is what drove the
early success of The Body Shop, Stonyfield Farm Yogurt,
Ben & Jerry's Ice Cream, Tom's of Maine, Hannah Andersson and
dozens of other well-known brands
Nov
22
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.
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Great
Minds on Measurement
 ""If
we knew what we were doing, it wouldn't be research."
- Albert Einstein
Nov
22
Measurement Tip
of the Moment
Watch Out For Splogs
Spam
blogs are
usually identifiable by fake articles, many Google ads, no comments,
and lots of content from sources that may be cited, but not linked
to.
(Computers
have a hard time autogenerating <a href> links out to other sites, real
blogs almost always provide active links out to the content source.)
Nov
22
Keep
Up With the Measurement Blogs:
 Recent
posts:
- Richard
Gaunt & Glenn O'Neil
-
Andy
Lark
- Don Bartholomew
- Katie
Paine
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
Reprint
of the Month
 Katie
Paine's All-Time Biggest Measurement Mistakes
We've all heard
it before: The best way
to learn is from your mistakes. Here's how Katie Paine's been
doing it (including the infamous Naked Man Screen saver): Part
One and Part
Two.
Seminar
of the Month:
 Educate
Yourself
Boost
your measurement knowledge and find solutions to your research problems
with this list
of online resources, books and conferences. 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: Move
Up To Competitive Benchmarking
#2: Bad
Measurement Ahead
#3: PR
Agencies and Measurement: They're Starting to See the Light.
#4: Can
The Cruise Industry's Reputation Be Saved?
#5: Walk
Before You Run
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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