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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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April 27, 2006


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Katie Paine

We're totally in agreement about measuring scream marketing? (Love that description by the way.) If you're talking about the marketing mix modeling measures, I agree, but you have to admit they are definitely an improvement over measuring eyeballs. And I think more and more people ARE measuring relationships, mostly because the blogosphere makes it easier to do, but at least they are looking at the nature of the conversations taking place.

David Phillips

Thanks Katie.

But, I just can't see the Marketing as we know it having relevance in a world that is disintermediating so fast.

Stroking a wounded tiger is a poor defensive tactic and PR has to leap over marketing and develop relationship building as its core competency.

The measures are all wrong.

Measuring the volume of scream marketing only measures amplitude not effect.

Relationship building, is at a conversation level.

In the right conversation one article carries all the Google Juice. In the hundred snatches of words a shouting match, people turn off.

Absolutely right that people are getting jobs and better jobs because they can and do monitor, measure and evaluate. That is core and pivotal but this is not the point.

Why people monitor, measure and evaluate is the key.

Just to satisfy a Marcom bigshirt is the worst of all reasons.

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Measure What Matters

  • “A tremendously good book… it’s a treasure... An absolute doozy of a read.”
    -- reviewer Bob LaDrew, FIR

    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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