 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..."
Nov
2
MEASUREMENT
CASE STUDY
 The
ASPCA Uses Web Traffic
to Connect Press Coverage and Donations
Shonali
Burke, Vice President, Media & Communications at the ASPCA, is a
true measurement maven. (In fact, we
chose her for our Measurement Maven of the Month Award in August of
2006.) She loves data and uses it wisely to make better decisions. In short,
she's the perfect client. And when the perfect client also has terrific
results, it's a story worth sharing...
Nov
1
THE
PAINE OF MEASUREMENT
 Make
Good Choices
No
one says you have to measure every public relations medium on the planet.
When
my cousin Caleb was into his "terrible twos" and heading
for trouble, his father, who stands an imposing 6 feet 3 inches tall,
would
look down at him and say in his deep baritone: "CALEB, MAKE GOOD
CHOICES." Invariably, Caleb would stop what he was doing, think
for a minute, and then modify his behavior accordingly. Oh,
that public relations people had such good survival skills. Sadly, they
tend to keep doing the
bad stuff rather than embracing the good. Four years ago, a member of
the audience at a conference on new media raised his hand and said, "l
don't have time to deal with all this online stuff, I'm too busy as it
is." I wonder how
many public relations people in the 1930's and 1940's said the same thing
about radio and television...
Nov
1
CAN
THIS REPUTATION BE SAVED?
 Ellen
DeGeneres
Still in the doghouse?
It
all started so simply: Who'd a thunk that adopting a cute puppy from
a local shelter
could potentially destroy a reputation and a career? But, naturally,
it's a bit more complicated. When Ellen DeGeneres' significant other
Portia
de Rossi
adopted a Brussels
Griffon mix terrier from Mutts
and Moms, a nonprofit rescue organization,
she signed all the standard paperwork. She should have read it a bit
more closely...
Nov
1
MEASURING
ENGAGEMENT
 Three
Approaches to Measuring Customer Engagement
Whether you're considering
engagement with your blog, your brand, or as the result
of a relationship,
there are
ways to measure it.
There's
been a lot of talk of late about measuring customer engagement,
most of which is music
to my ears. The less we focus on HITS (How Idiots Track Success) and
the more we focus on the customer, the better we can all do our
jobs. Measuring
engagement necessitates following the actions and desires of the customer.
It doesn't
matter what media he or she consumes, it matters what they do with the
information once they've gotten it...
Oct
31
EDUCATING
THE PUBLIC RELATIONS MEASUREMENT MAVENS OF TOMORROW
 KDPaine & Partners'
DIY Dashboard Gift
Helps
Students Learn Measurement
Research program moves undergrad public relations
students from the classroom to the field.
by
Peter Kowalski, KDPaine & Partners. Students at the
University of North Carolina Chapel Hill School of Journalism
and Mass Communication are learning about public relations measurement
in a new program that is one of the first of its kind. Led
by assistant professor Craig Carroll, almost 100 introductory PR students
have been tasked with the design and
execution of measurement programs for eighteen nonprofit organizations.
The projects use media measurement technology provided by CustomScoop
and KDPaine & Partners in a $500,000 gift in kind to the school that
help students collect, analyze and report on press coverage...
The Measurement
Standard publishes articles on public relations measurement, public relations
research, public relations effectiveness and related topics.
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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. (Sorry, we cannot guarantee delivery before Xmas.)
More information here.
Great
Minds on Measurement
 "Research
is formalized curiosity. It is poking and prying with a purpose."
---Zora Neale Hurston
 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.
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
Tip of the Month
Measurement Gives
You Reasons to Say "No!"
All too often, making decisions based on gut feeling rather than
data leads to overworked communicators with unclear priorities.
There is simply no good argument for which to say "No." However,
if you can study the results of programs for which timing was rushed, or
materials were not prepared far enough in
advance, you frequently gain the ammunition necessary to be able
to turn down requests that will be a waste of time or resources.
 --From
Katie Delahaye Paine's soon-to-be published book "Measuring Public
Relationships." You can download
a preview copy here now.
 From
Our Blog Edition:
Oct
22: NYTimes Article on Web Stats: Is Web Measurement Technology Stymied by Human
Beings Just Being Human?
Don't miss this NYTimes article that nicely sums up the on-going
Web visitor counting controversy (at least from the public's view).
Makes me wonder about the reputation
of public relations and of public relations measurement: Here we are
congratulating ourselves on being able to measure relationships, and
being able to measure trust and transparency and various other esoteric
things, but we can't nail down something simple like measurement for
Web visits.
What's the problem? Read more here.
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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