April
28
JIM
MACNAMARA'S MEASURING UP
 The
Not-So-New Social/Anti-Social Media
Welcome to a new age where media are software
and the audiences are the networks.
I
don't know about you but, as fascinated as I am with media developments,
I am fed
up with hearing the term "new media." And I am not too enamored
with "social media" either...
April
23
POLITICAL
MEASUREMENT
 How
to Measure Relationships with Voters, Legislators and Other Political Constituencies.
When
measuring relationships with voters, as with any measurement program, the
type
of system you put in place depends on your objectives and your role.
Below is a list of tools you need for each type of program...
April
23
CAN
THIS REPUTATION BE SAVED?
 American
Airlines
You
can't say that they aren't trying. They
even launched a blog for, heaven's sake. Okay, not
much of a blog. It's clumsy and awkward, about as feeble
as
it gets, actually, and to
most of the world it just further demonstrates AA's incompetence. But
at least it provides a place to leave comments.
April
23
MEDIA
ANALYSIS
 The
Media Integrity Index
A call for weighting media coverage based
on trust and credibility.
by
Katie Delahaye Paine I
suggest that it's the integrity of the publication
that most determines consumer credibility and thus drives consumer action.
And I'm suggesting that to rank a media outlet in importance, we ask
our stakeholders how they perceive the media outlet in terms of integrity...
April
23
BOOK
REVIEW
A
Wonderful Book on
How to Do PR Right
Laurie
J. Wilson and Joseph D. Ogden's
Strategic
Communications Planning For Effective Public Relations
and Marketing, 5th Edition
The
core premise of this highly practical book is that public relations is all
about building and maintaining relationships. It's
beautifully laid out, with clear, easy-to-read text and lots of great "Tips
from the Pros" that
back up the lessons. It's full of case studies
and exercises that prove and
reinforce the points being made...
April
19
MEASUREMENT
CHANGES
 Katie
Delahaye Paine's Top Ten Signs that
It's the End of the World as We
Know It
Including: #8: Deadline?
What's a deadline? 92% of journalists say their online
editions are allowed to scoop the print version; and
#4: Employers
no longer check references, they check Facebook and
MySpace...
Mar
24
MEASUREMENT
CONFERENCE
 IPPRC
2008 Wrap Up
Boot camp for your mind.
As
always, IPRRC in Miami was boot camp for your mind. If you can survive
three
days of stimulating conversation, debates until dawn washed down with
quantities of wine, and 100+ presentations to comprehend, you can probably
survive anything. I still haven't recovered fully, but at least I've
sobered up enough to sum up a few observations. In another month or so,
all papers will be published on the IPRRC website. In the meantime here's
a wrap up, and about 100 snapshots I took while I was there.
Mar
24
THE
MEASUREMENT MAVEN AND MENACE OF THE MONTH AWARDS
Measurement Maven of the Month:
 John
List
Economics Professor at University of
Chicago
When
three or more people forward you the same article saying, "You
have to read this!" -- it really makes you pay attention.
That's what happened with the New
York Times Magazine piece about John
List and his research on why people give to philanthropic organizations.
And, since KDPaine & Partners is doing quite a lot of work in that
area, we were thrilled with his main premise: Non-profits need to be
making decisions based on data, not on long-standing beliefs that may
or may not still hold water...
Measurement
Menace of the Month:
 Microsoft's "Engagement
Mapping"
Not
that we don't believe in measuring engagement, but Microsoft throws its weight
into the whole discussion without providing any transparency or information as
to how they "map engagement," or any details at all...
Mar
24
ENGAGEMENT
MEASUREMENT
 Are
We Engaged Yet?
Engagement
in social media: Web stats, visitor behavior, and relationship
theory.
Like
most other buzzwords, "engagement" has come a long way
from its original meaning of "an agreement to marry." It
started with the notion that a website or a blog was "engaging" enough
to get a reader to develop a relationship with the brand. Advertisers
now want to measure a site's ability to create an experience that
earns a visitor's loyalty and,
with luck, its business. As a result "engagement" now
means everything from the number of times that a visitor returns
to the
site to the time spent online...
Mar
24
CRISIS
MEASUREMENT
   Three
New Measurement Studies Provide Crisis Control Tips
Research presented at the
IPRRC has practical results.
PR
measurement is not just about demonstrating ROI, but is really
about having data on which to make better decisions. Never was
that more evident than in the plethora of papers on crisis communications
presented at this year's IPRRC in Miami. Researchers
studied the impact on crisis communications of everything from involvement
to intimacy. Here are three
studies with some results that will come in handy...
Mar
7
POLITICAL
MEASUREMENT
 Dreams
As Public Relations Measurement?
I Dream of Hillary, I Dream of
Barack
Many
public relations professionals find that media analysis or survey
research are tools sufficient to measure
their programs. The more adventurous bring in external data and
more esoteric measures of success like donations or number of new
memberships or even lives saved. In politics, KDPaine and Partners
has recently used YouTube
video counts to predict primary results,
and our Ms. Paine has ruminated on
the possibility of using the number of political lawn signs as
an election predictor. Not until
now, however, has anyone used dreams to measure political progress...
The Measurement
Standard publishes articles on public relations measurement, public relations
research, public relations effectiveness and related topics.
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 Search The
Measurement Standard Here
The
Indispensable
How-To Guide, Just $29.95: Measuring Public Relationships
 This
228-page paperback is the must-have practical guide to hands-on
PR measurement. Emphasizing the role and evaluation of relationships, measurement
guru Katie Delahaye Paine provides every public relations professional
with step-by-step research procedures for measuring programs, improving
results,
and managing
relationships. Listen
to
a podcast review by Shel Holtz. To place your
order, call Sheila at the KDPaine & Partners
office: 603.319.1047. More
information here.
 Great
Minds on Measurement
 "No
sensible decision can be made any longer without taking into account
not
only the world as it is, but the world as it will be." --Isaac
Asimov
From
Our Blog Edition:
Mar
30: PR
Measurement and Baseball: Joe DiMaggio’s 56-Game Hitting Streak
Mar
30: More Measurement and Baseball:
Bill James on 60 Minutes
Apr
12: Margin
of Error for American Idol Voting?
Apr
17: Social
Media Measurement and Rollercoasters: What more do you want in a
video?
Apr
17: Who Are Bloggers? New Demographics
from BIGresearch
Apr
21: Turns
Out, People _Do_ Want More than Social Media Measurement and Rollercoasters
Apr
21: What's Up with the Social
Media Backlash? Apr
22: Thanks
to Shel Holtz for a Glowing Review of "Measuring Public Relationships"
Apr
24: Missouri University of
Science and Technology Uses del.icio.us as a Public Relations Measurement
Tool
Apr
28: How Public Relations Measurement
Can Win the War on Terror
 KDPaine's
Speaking Schedule
(see
this
page for details and the most up-to-date list):
4/23: New Comm Forum 2008, Santa Rosa, CA
4/28: PRSA
Data Driven PR Seminar,
Miami, FL
5/06: eMetrics
Marketing Optimization Summit, San Francisco, CA
5/08: Ragan
Corporate Communications Conference, Chicago, IL
5/14: IIRUSA's
Community 2.0 Conference, Las Vegas, NV
5/20: MESH
Conference 2008, Toronto
 Measurement
Tip of the Month
Compare apples to apples.
If you're conducting a competitive analysis, make sure that the data
collected measures up between companies. Only collect coverage in areas
that
are truly competitive. If Mother Bored Computers makes servers, printers,
notebooks and PCs while your company makes only printers, it stands to
reason that only printer coverage for Mother Bored Computers should be
used
in the analysis. The same standards apply for financial coverage
if
one company is private and the other is publicly-traded. If tracking 200
spokespeople for one company, track 200 for all. It's the only way to truly
see how each company stacks up. (Thanks to Michelle V. for this month's
tip!)
Cool
Resource of
the Month
BuzzWack:
Dedicated to demystifying buzzwords.
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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