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  • For those who bear the burden of introducing me at a conference...
    Katie Delahaye Paine (twitter: KDPaine) is the CEO and founder of KDPaine & Partners LLC and author of, Measuring Public Relationships, the data-driven communicators guide to measuring success. She also writes the first blog and the first newsletters dedicated entirely to measurement and accountability. In the last two decades, she and her firm have listened to millions of conversations, analyzed thousands of articles, and asked hundreds of question in order to help her clients better understand their relationships with their constituencies. People talk, we listen..

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« Can it get any worse? | Main | This is what happens when you don' t measure »

December 02, 2005


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Edward O'Meara

What to do?

As a reader, we could simply stop reading in protest, write letters or blog against the practises.

Meanwhile, as marketeers, we watch while our friends, clients and competitors pay to play, ringing the register and padding the 401k along the way.

Can we resolve these ethical pangs while remaining successful "marketers"?

I agree that it's infuriating to be offered a speaking slot at a CMO Magazine conference as part of the $100,000 sponsorship package, or an industry Advisory Board invitation as part of the Presidents-Circle corporate membership fee, or a ceo roundtable slot moderated by a Fortune Magazine Senior editor as part of the ad buy. And, we swallow hard when we realize the best way to get a by-lined article published in your favorite magazine is to play golf with the Publisher (or if you're really in need of objective ink, offer to bring along the media planner, and no doubt the Publisher will find a cub reporter to round out the foursome).

The average reader or viewer wants to believe that high visibility media exposure and coverage is a result of credible reporting or verified expertise. But just below the hard news surface, that is bullocks. In this industry, the talk is of sales tools, cross-promotion, content integration and value-ad deals.

So, who is wrong? the publisher that sells it? or the advertiser who buys it? or the copywriter that writes it? or the reporter who chips short? And, what shall we do about it? Launch a sponsor-less conference to debate it?

Not everyone can afford to up and buy a Starbucks franchise to start over... but it is something I think about every time I say No Thanks.

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Measure What Matters

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    Katie Delahaye Paine's great little book Measure What Matters shows organizations of all sizes how to evaluate and improve their public relations and social media efforts. Order Measure What Matters now.

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