Sept
1
MEASUREMENT
STRATEGY
 Taking
Measurement to the Next Step
Examine
the events, actions, strategies and tactics that drive coverage and conversations.
It's
not enough to just look at a trend chart and say, "There's a big
spike in June." You need to look at the variables that caused that
big spike, or that big slump. The variable
might be the activities that a PR department or agency has undertaken,
or it might be the actions or strategies of the competition, or it might
be external news events that take over the news hole or the conversation.
The point is that for true measurement to occur, you need to be taking
these things into account..
Sept
1
CAN
THIS REPUTATION BE SAVED?
 Not
Your Normal PR Nightmare
United
pilots request the resignation or removal of CEO Glenn Tilton, and United
sticks its head in the sand.
This
isn't your normal airline PR nightmare: Not
just customers, but pilots are listing all the boneheaded things you've
done on a website with the CEO's name on it. That's
exactly what the pilots of United Airlines did last week when they launched www.glenntilton.com to
point out to the world their grievances with United CEO Glenn Tilton: "This website
bears the name GlennTilton.com as a daily reminder to everyone invested
in a positive future for United Airlines exactly where the source of
our problems lies."
Aug
30
NEW
MEASUREMENT TOOLS
 KDPaine & Partners
Debuts MarketFramer
A new social media-based tool to help
marketers better frame messages for their markets
Says
Katie Delahaye Paine: "At KDPaine & Partners, we know that conversations
are driving choices in the marketplace. Because they're based on what people
have
experienced,
we
believe that those conversations are every bit as accurate a predictor as
traditional survey research. Why not analyze and aggregate those
conversations to answer the questions clients are asking?"
Aug
29
MEASUREMENT
SUMMIT PREVIEW
 The
6th Annual
IPR Summit on Measurement
October 15-17, 2008, Portsmouth, NH
Politics
has its party conventions. Sports has the Olympics. In the world
of communications measurement, the major event is the Institute
for Public Relation's Summit on Measurement, held each year at
the Sheraton in Portsmouth, NH. The Summit brings together leading
measurement minds and practitioners for a wide-ranging discussion
of the practicalities of the present and the possibilities of the
future. See
this page on the IPR site for details and registration. And
if you are in town for the Summit, there are lots of fun and exciting
non-measurement things to do:
Aug
21
JENNY
SCHADE'S MAKING IT COUNT
 Gourmet
Ice Cream Goes from Frozen to Hot in Four Steps
A Positioning
Research Case Study
This article
will explain how to develop an effective positioning for your products
or services, using a case study for a frozen dessert product as
an example. A positioning is your product's or service's identity
in the mind of your customer. It differentiates your product from
competitors and provides a clear reason why the customer should
purchase. Conducting effective research to understand your customer's
viewpoint is critical for developing a strong product positioning.
After all, your product positioning isn't based on who you think
you are. Your product positioning is based on who your customer thinks
you are...
Aug
13
THE PAINE OF MEASUREMENT
 The
Jetsons vs.
The Flintstones 
Some
companies embrace the future, while others are stuck in the past.
My
recent summer reading (see the
article this month, "Five Books Reviewed") has got me
thinking about certain characteristics of companies, and the future
prospects of those companies...
Aug
5
THE MEASUREMENT MAVEN AND MENACE
OF THE MONTH AWARDS
The
Maven of the Month:
All
the
Measurement Wonks out there in Blogging Land...
...that
Featuring
(so far): Leo Bottary, Alan Chumley, Don Bartholomew, Avinash Kaushik,
Metrica, and Jeremiah Owyang.
The Menace
of the Month:
David
Carriere
Author
of 7 Steps to Publicize Just About Anything
David
Carriere, author of 7 Steps to Publicize Just About Anything, says
that nothing in PR is measureable: "Neither the immediate impact
of a publicity campaign or the long-term consequences of its success
are actually quantifiable."
Aug
5
YOUR
MEASUREMENT READING LIST
 Summer
Reading: Five
Books Reviewed
 Personality
Not Included by Rohit Bhargava
"...a very fun read, and one that every CEO can learn
from and enjoy."
Manage
the Media (Don't Let the Media Manage You) by William
Holstein
"...short and easily digestible, but full of
great stories and good advice."
Stirring
It Up, How to Make Money and Save the World by Gary
Hirshberg
"...the whole book is a really delightful tale of small
over big, good over evil, and authenticity over traditional marketing."
Stop
the Presses, The Crisis and Litigation PR Desk Reference by
Richard Levick and Larry Smith
"...it belongs in your reference library."
7
Steps to Publicize Just about Anything by David Carrieres
"...I hate this book."
July
28
SOCIAL
MEDIA MEASUREMENT
 Five
Tips for Integrating Public Relations Measurement of Social Media
and Traditional Media
Customers read all sorts of media,
so we should measure all sorts of media.
For years
we at KDPaine & Partners have
had a pretty big wall between our traditional MSM (main stream media)
analysis projects and our social media or CGM (Consumer Generated
Media) projects. However, we've recently had a revelation: Our client's
customers consume both types of media to form their opinions, so
why shouldn't we measure both types of media and integrate
our results? So we revamped
our approach, and, boy, did we learn a lot...
July
9
THE
MEASUREMENT MAVEN OF THE MONTH AWARD
Misty
Moyse
Mothers Against Drunk Driving
Like
Shonali Burke, Misty is a real pioneer in the world of non-profit communications
measurement. Last fall she began a program that tracks her social as
well as traditional media.
July
9
THE
MEASUREMENT MENACE OF THE MONTH AWARD
 All
those CMOs and VPs of Advertising...
...who demand "guaranteed eyeball
reach" from social media.
What
part of "it's a conversation" don't they understand? Do they
count the success of cocktail parties and sponsorship hospitality opportunities
by how many people see the invitation? I'm going to go out on a limb
here and guess that the success of those sorts of conversations are probably
measured in sales, and/or relationship building. So why should online
conversations be measured differently?
July
9
CAN
THIS REPUTATION BE SAVED?
 Bear
Stearns
The
Short Answer: Not likely
Never mind that the investment bank has disappeared
under the corporate umbrella of its new owner JP Morgan -- the brand will
live on in infamy. Our prediction is that Bear Stearns will
be to the end of the first decade of the 21st Century what Enron was the
beginning. Just as brand Enron became code for fraud and shady dealings in
the energy sector, brand Bear Stearns will be blamed for the sub-prime mess,
even though they were hardly the only guilty party...
July
8
THE
PAINE OF MEASUREMENT
Ten Surefire Ways to
Wrestle Insight
from that Pile of Data on Your Desk
Because research without insight is just trivia.
Okay, I recycled
that subtitle from an ad campaign we ran back in the '90s, but it's even
more true now than it was back then. Between the automated monitoring
systems, the Web analytics, Google analytics and a hundred other data
points, today's communications managers are awash in data, but starved
for insight. So,
I thought I'd provide a fast lesson in what to do with a pile of data
when it's
staring you in the face. Here are ten straightahead ways to gain insight
from your data...
July
7
SOCIAL
MEDIA MEASUREMENT
 5
Reasons
to Love 27 Types of Conversation
and 19 Types of Videos
Many
people groaned when KDPaine & Partners announced our social media
classification of 27
types of conversations and 19
types of videos. But classifying
the types of conversations and videos is actually a way to make social
media measurement simpler, not more complicated. With these
categories, the bewildering array of social media interactions is reduced
to functional types that can be examined and compared, apples to apples...
July
3
JIM
MACNAMARA'S "MEASURING UP"
 The
Anti-Social Web
and the Need for Reform
Despite
the enormous benefits emanating from the Web, some aspects of it are making
it the anti-social Web. What I refer to is an increasingly problematic
feature of the Web that communicators need to start thinking about and
addressing if
they want their information to reach stakeholders and target audiences.
And that is, quite simply, its rapid growth in size and complexity, which
is leading to cyber gridlock and communication breakdowns...
June
25
RELATIONSHIP
MEASUREMENT
 How
Many Completed Questionnaires Does It Take to Measure A Relationship?
While working
on last issue's article "Measuring
Naked Relationships: Your step-by-step guide to using relationship metrics
to evaluate the success of your social media program," a question
came up concerning relationship measurement surveys: How many completed
questionnaires are sufficient? Suppose you are going to do an email survey
of your target audience with the
Grunig relationship questions, and you send out 500 surveys. What
response rate is enough to be sure your results are significant?
June
24
SOCIAL
MEDIA MEASUREMENT
Optimum
Content Score
A new non-standard standard for social media measurement
(In
case you haven't seen it yet, here's a great article from Katie Paine's
Measurement Blog.) The problem with trying to establish
standard metrics is that there are such a wide variety of
goals for
communications
programs: too many to measure with a single yardstick.
However, when it comes to judging media, here's a new way to measure
your success that
works for both traditional and social media and enables you to track
progress against your competition or peer institutions. At
KDPaine & Partners we call it the Optimum Content Score.
This is how it works...
The Measurement
Standard publishes articles on public relations measurement, public relations
research, public relations effectiveness and related topics.
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Measurement Standard here.
 Get
a Tan!
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If
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 Measuring
Public Relationships
The Indispensable How-To
Guide, Just
$29.95
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
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Great
Minds on Measurement
 "Don't
pay any attention to what they write about you. Just measure it in inches."
--Andy Warhol
From
Our Blog Edition:
Sept
7: Research
Bias: Another example of why you must consider the source of research
Sept
5: Measuring the Transparency
of Environmental Sustainability Reporting
Sept
5: The NYTimes Measures
the Words They Used at the Conventions
Sept
2: Bulldog
Reporter announces the release of audio CD recordings from Media Relations
Summit 2008
Aug
31: KDPaine & Partners
Debuts MarketFramer
Aug
29: Measuring
Reach on Radio
 KDPaine's
Speaking Schedule
(see
this
page for details and the most up-to-date list):
9/15: Chared Institute of Public Relations Congress,
Warsaw, Poland
10/2-3: PR
Agency Management Summit,
NYC
10/14: KDPaine & Partners'
3rd Annual DIY User Group Summit,
Durham, NH
10/22: MarketingProfs Digital Marketing Mixer, Scottsdale, AZ
10/26: PRSA International Conference 2008, Detriot, MI
11/03: Marketing Magazine, Toronto, Ontario
Search
the 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
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You
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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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