So the fourth annual Measurement Summit started today. Organized by the Institute for Public Relations, it brings the top PR Measurement Wonks and Wonk Wannabees to New Hampshire for three days of measurement discussions and fun and frolic. Like we learned in Miami, just because these guys are researchers doesn't mean they don' t know how to have fun. Tonight is a sunset cruise around Portsmouth Harbor, tomorrow night everyone comes to my house for lobsters and steamed clams. Friday night, IABC's Yankee Chapter hosts the remaining speakers and attendees in Rye. In between we'll be hearing from the leading researchers, academics and practitioners in the pubic relations field.
This is not for the casual dabbler in PR research. The Summit kicks off with the half-day session called Measurement 101. Dr. Don Stacks and Dr. Brad Rawlins are currently giving a broad overview of the concepts of measureing the outputs, outtakes and outcomes of public relations. The terms they use sound scarier than they really are. They really do a really great job of defining the measurement framework and are truly challenging the attendees to practice what they're preaching. Its interesting to see a program that forces people to leave smarter than they arrived. Its a tough act to follow, but I'm up next doing my "Six Steps to the Perfect Dashboard." routine. Hope I can keep everyone awake. Its tough knowing you're the only thing between them and the booze cruise.
What I love most about this conference is the high level of discussion that takes place. Yesterday in our user group meetings I left with an enormous amount of new material for both the blog and the book. The best new idea was a matrix chart which we're going to put on the dashboard that compares different projects and programs based upon cost and impact. More on that later. In the mean time, got to go rehearse that speeech.