To return to the current issue's contents page, click here.

To return to the contents page of the issue that this article appeared in, click here.

Comments Please!
Send us your thoughts on this article and we will post them in our Comments section. Or, go to The Measurement Standard Blog Edition and post your comments there.

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

Each Measurement Maven receives an official Maven Award certificate suitable for framing, as well as a copy of Katie Delahaye Paine's indispensable guide to practical PR research, Measuring Public Relationships. (Non-Mavens can order their copies here, or call Sheila at 603.319.1047.)

Charlene Wheeless is a true disciple of Sashat. She's got the real-world experience of running communications for a number of major companies, but she also really, really understands metrics. Want proof? She knows how to program SAS. Not just SPSS, but SAS.

We were in a meeting recently and she actually said "I can't wait to get into this data." I threw out the notion that her media results might possibly be influencing sales, and she immediately wanted to see the correlation. There wasn't a measurement concept too "out there" for her to consider, and you could almost see her wheels turning as we explored where the metrics could go next. If you haven't gathered, it was one of the most amazing and stimulating encounters I've had in a long time. So welcome Charlene Wheeless, your measurement crown awaits. -KDP

The Measurement Menace:

Rudi Giuliani

To encourage their rehabilitation, each Measurement Menace is awarded a copy of Katie Delahaye Paine's indispensable guide to practical PR research, Measuring Public Relationships. They must call Sheila at 603.319.1047 to collect their award. (Non-Menaces can order their copies here, or call Sheila.)

Politics aside*, Rudi Giuliani is the exact opposite of Charlene Wheeless. Instead of using statistics to determine truth and knowledge, Giuliani, (at least according to this story by Michael Cooper in last week's NY Times, "Citing Statistics, Giuliani Misses Time and Again"), frequently fudges the numbers to advance his candidacy and his agenda. He's using numbers to sound credible (and that we applaud), but the numbers he's citing are flat out wrong. Ultimately he's destroying not just his own credibility but the credibility of anyone who frequently cites statistics. The good news is that in this new world of hyper-transparency, he can't get away with it for long. -KDP

*I am a very committed supporter of Barack Obama and haven't voted for any Republican since 1996.

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.

1. You’ll learn how to use hard numbers to prove the results of your PR efforts. (Plus, it's free.)

2. You’ll learn which are the right vendors for your measurement projects. (Yes, it's free.)

3. You’ll learn how to design your program right from the start to be easily measureable. (Plus, yes, it's free.)

Click here to
get your free
subscription now!

177 Main Street, Berlin, NH 03570
603-369-6098, 603-326-4940 (fax) www.measuresofsuccess.com