Here are some highlights:
- Don Stacks, of the University of Miami, and Brad Rawlins, of Arkansas State University, lead a discussion of ethics, based on the third edition of The Dictionary of Public Relations Measurement and Research (edited by Don and Shannon Bowen) which has been expanded to include ethics.
A good quote: "Standards define and determine what needs to be measured. Best practices illustrate how to meet the objectives of the standard."
- Ashley Pettit, of Southwest Airlines, lead a talk on how her company is adopting and adapting measurement research and standards. Southwest has for years now been the Golden Ruler-winning poster child for success in linking PR to sales. Recently they have had success linking specific social media communications to specific web pages, thus tracking SM right through to sales.
High point: SW got 200 bookings from their royal baby / “You get the royal treatment at SW” promotion.
- Lunch keynote speaker was Bob Garfield, co-host of NPR’s “On the Media” and co-author (with Doug Levy) of "Can’t Buy Me Like: How Authentic Customer Connections Drive Superior Results.” Social media and relationships are replacing mass communications, with consequences for advertising. Quote: "The currency of the Relationship Era is not awareness, or even quality; it is authenticity... Profit is the consequence of relationships."
- Mark Stouse, BMC Software, spoke on “The Influence Scoring System: How to Show the ROI of Influence.” He presented a very different approach to measurement than that usually discussed at the annaul Summits: A measurement system designed from the point of view of the CEO. The goal and strength of his system is that it makes PR able to be evaluated by the CxO like any other division of a company.
- Frank Walton lead a discussion of “So We Have Standards, Now What?” It's clear that while measurement standards are now fairly well in place, there is still work to do to get agencies and companies to use them.
A fun and informative day was followed, as always, by lobster dinner and more lively conversation. Look on flickr for almost 300 photos from the event. Thanks to Katie Paine for hosting and Paine Publishing for sponsoring this year.
Bill Paarlberg, Editor of The Measurement Standard, has been writing about public relations measurement for 20 years. He is editor of the award-winning "Measuring the Networked Nonprofit" by Beth Kanter and Katie Paine, and editor of two other books on measurement by Katie Paine, "Measure What Matters" and "Measuring Public Relationships." Visit Bill Paarlberg's page on LinkedIn.
The Measurement Standard is a publication of News Group International.