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MSNBC's Entrepreneur.com this morning ran a story that from the headline, I assumed would be a fabulous boost for our business. "Measuring the Value of PR" I read in my Google Alert. While it was well written, and certainly could serve as a primer on the basics of PR measurement in the 20th century, it was written by the senior vp of marketing and communications for PR newswire WITHOUT ANY ADMISSION THAT PR NEWSWIRE SELLS THE TOOLS THAT THE "COLUMNIST" IS ADVOCATING. Okay, his discussion of AVE's got me all riled up, then I got even madder when he went on to thoroughly endorse automated computer analysis. Now I"m as big a fan of automation as anyone, but I also tell my clients that it is not 100% accurate. My advice is you either are willing to accept an 80% accuracy rate, or you need humans to go in and check the accuracy and fix the mistakes the computer makes. In other words, computers are great to do the heavy lifting, but check the data very carefully. The other thing that was disappointing in the article was that there was no talk about outcomes measures such as revenue, web traffic, or any of the other modern day developments that have emerged in the last few years.
But in this day an age of transparency, the biggest wag of the finger to PR Newswire and MSNBC for not telling us that the writer is basically a marketer trying to "do PR' for his own product.
Katie Delahaye Paine, CEO, KDPaine & Partners
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- KDPaine & Partners offers customized research and consulting services for public relations and social media programs. KDPaine & Partners provides its clients with the insight and knowledge they need to measure the effectiveness of their communications efforts, and to help them make better, more informed decisions for their organizations. We can help you with your existing program, and we can help you develop a new program. We have over two decades of experience helping clients define Key Performance Indicators (KPI's) and establish measureable goals. Half-day and full-day workshops available. Click here for more information on KDPaine & Partners' services.
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My favorite blogs
- Client Service Insights...(CSI/Season 2)
- Does It Sell Stuff?
- Measurement Matters - Get the buzz on social media and PR measurement and analysis from Metrica
- Sure Woman
- RepMan
- Onalytica Blog
- cgm
- Run Free or Die
- The Diva Marketing Blog - Marketing and Corporate blogging for innovative companies
- The Marketing Excellence blog by Eric Kintz
- Guest Columnist: Losing an Arm vs. Losing a Pinkie.
- /Message: The Social Scale of Social Media: The Conversational Index
- New Communications Review
- Marketing Roadmaps: PR Measurement
- POP! PR Jots: A Day of Acquisitions
- Some Damn Good Life Experience(through the eyes of Stephanie): "Adventure is the pursuit of life." -D.R. Wiarda
- David Hendersons guide to media
- Lubetkin's Other Blog
- Marketing Roadmaps: PR Measurement
- Holmes Report Blog
- Communication Overtones
- PR Evaluation: Reality or Pipe Dream?
- Mike Paul's Blog, The Reputation Doctor
- a shel of my former self
- gapingvoid: fred wilson is a genius
- Kristin Zhivago's Revenue Journal
- Doc Searls' IT Garage | News, ideas and real world stories about how IT folks solve their own problems
- Andrew Lark
How to introduce me
- 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..
Best sources for more measurement info
- Measuring Up
- PR Evaluation � intelligent measurement
- InPeRspective
- Proving the Value of Public Relations
- BusinessBloggingBootCamp: So, How Do You GET All that Blog-ROI?
- The Measurement Standard, KDPaine & Partners' Newsletter of Public Relations Measurement
- Intelligent Measurement
- LeverWealth
- My podcast at the New Communications Forum
- Institute for Public Relations
- DIY DASHBOARD HOME
- KDPaine & Partners
- The Measurement Standard, KDPaine & Partners' Newsletter of Public Relations Measurement
Favorite reads
Penelope Rowlands: A Dash of Daring: Carmel Snow and Her Life In Fashion, Art, and Letters
- Katie Delahaye Paine: Measuring Relationships, the Data Driven Communicators Guide to Success
- David Moore: How to Steal an Election
Mark Albion: True to Yourself: Leading a Values-Based Business (Social Venture Network)
- Christopher Locke, Doc Searls, Rick Levine, David Weinberger: The Cluetrain Manifesto
- Carolyn McIntyre: Caring Today Magazine
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Measuring the Networked Nonprofit
- The new book by Beth Kanter and Katie Paine teaches nonprofits of all sizes how to use, value, and evaluate the effectiveness of social media. You'll find reviews and news on this page. See this page for a calendar of appearances by the authors. Click below to purchase the book.
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August 22, 2006
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Polldaddy
- How accurate is automated content analysis?
I would also add that the author's statements that automated analysis is "more expensive" is an oversimplification. The cost of manual media measurement is significant. The time it takes internal staff to do this work can often cost more than subscribing to a service or a consultancy which specializes in the task.
Posted by: Glenn Fannick | August 25, 2006 at 12:58 PM
Katie,
Came across the same article from my own google alert. I'm with you -- quite underwhelmed by the article.
Posted by: ANDREW LAING | August 23, 2006 at 06:41 PM