Posted by an Honored Guest
What's the magic word with clients? "Measurement". Wanna make a PR person squirm? Ask them about "measurement". So what does it mean when one of PR's most noted measurement experts calls to "mothball measurement." Yousa! That's gotta be a bombshell no matter what side of the table you're on.
Katie Delahaye Paine is one of PR's leading measurement experts. Paine is the founder of KDPaine & Partners, a worldwide leader in PR measurement and evaluation. Prior to launching the firm in '02, she was founder and president of The Delahaye Group, an industry leader in business and communication intelligence.
There's more: Katie was an initial founder of the Institute for Public Relations special commission on measurement and evaluation. She served as the US liaison to the European Standards Task Force to set international standards for media evaluation. And she's a Research Fellow at the Society for New Communications Research.
So listen up!! She's dead serious when she says, "It's time to stop talking about measurement and change the conversation!"
Without further ado...
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You see, this is where we agree. My beef is with the misuse of measurement right at the outset, in the planning and creative process.
Measurement (or lack of) can be used as an excuse for the timid and conservative marketer to stifle big thinking. It's an excuse not to be fired, and to do the same as everyone else.
Truly original thought means something new. Something never been done before. Something that takes you into the unknown. So it stands to reason that you may not always be able to set a pre-assigned, measurable target.
My lazy post really shouldn't say 'fcuk measurement,' - but it should say 'stop fcuking with measurement' and allow the ideas to breathe and grow. Challenge ideas for their robustness. Do they instinctively make you think the idea will move people? Don't stub them out because you're worried about how your internal case study's going to look at the end of it. Read a few chapters of Blink, and you'll see sometimes it's worth a gamble.
Anyway, I updated it. It's got a less punchy title now called "Measurement's Great." Traffic figures have gone down though. It's here... http://jimdowling.typepad.com/simple/2007/03/measurements_gr.html
As usual you are way ahead of the game. That's why you are such a success! Now that we have raised the issue of measurement to new highs we need to do as you suggest find something "worth the measuring," such as feedback, response and most of all outcomes. What the hell happened? But before we leave the term measurement let's see if we can't stomp the AVE issue out of people's heads. Until we do we'll still hear about inches of copy.
Now that we finally have evidence we CAN measure PR success let's be sure we have people measuring what counts!.....LUV YA!....Jack Felton