Those of you who were at the recent IPR Measurement Summit in Philadelphia heard David Geddes (Ph.D., Chief Consulting Officer at InfoTrend, Inc., and Chairperson of the IPR Commission on Measurement & Evaluation) give an acceptance speech for the 2011 Jack Felton Golden Rule Award, which was won by InfoTrend for their work on Toyota’s reputation. And if you weren’t there, you can watch his speech here.
And if you watched that speech you may have noticed that Dr. Geddes spent the last 4 1/2 minutes of it agitating for a list of 9 measurement industry action priorities. Which was pretty impressive. I mean, the guy just won the highest award the industry gives out, and you’d think he might pause for a minute to sip the champagne. But no: He can't even wait to finish saying Thank You before he’s pushing an ambitious new agenda.
The Action Agenda
Well, Dr. Geddes just upped that ante with a rabble-rousing exhortation which he all but nailed to the door of the IPR: “Priorities for Public Relations Research, Measurement, and Evaluation: Part 1.” The gist of it is that it’s time for the measurement profession to get its ass in gear:
Despite this discussion, we have not advanced the argument much beyond guidelines and principles. We need to develop and apply solutions to move our profession forward. This is the first of a series of contributions where I will lay out my vision of an action agenda for our profession: public relations research, measurement, and evaluation.
He includes a comprehensive 11-point agenda of issues to tackle. We applaud Dr. Geddes for his ambition and his big picture thinking. Well done.
Of course, it's not like nobody else ever said we needed to do these things. (In fact, if Katie Paine—who is the publisher of this publication, and who writes her own outspoken blog on measurement—were looking over my shoulder right now, she'd be yelling something like, “What the hell else have I been editorializing about for the last couple of decades?”)
But David Geddes has cut loose with all 21 guns at once, and from a very prominent soapbox, at that. The public relations industry—which, when compared to its advertising and marketing siblings sometimes seems to suffer from a lack of, well, chutzpah—can use a little cracking of the whip. I can't wait to read The Action Agenda, Part 2. --WTP
--Bill Paarlberg is editor of The Measurement Standard blog and newsletter, and of Katie Paine's new book Measure What Matters. The Measurement Standard is a publication of KDPaine & Partners, a company that delivers custom research to measure brand image, public relationships, and engagement.