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Posts Tagged ‘Katie Delahaye Paine’

The PR Measurement Debate Enters a New Stage

Going up...

Putting the usual cultural/political flotsam and jetsam aside, these are two of the month’s most interesting developments in the PR world:

1. A majority of marketing execs think PR should handle social media duties

2. Many clients are ditching the idea of “social ROI” altogether

In short, an increasing number of people think that PR is best equipped to do social, and many within the industry are pushing for a bigger focus on measurement. At the same time, the concept of measuring the success of social campaigns in dollars-and-cents terms is losing favor among certain higher-ups.

The second point got a big boost last week when four major corporations announced plans to adopt measurement standards developed by the Coalition for Public Relations Standards, a group created in 2012 with the participation of nearly every major PR industry group.

What does this mean?

Read more

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Advice for Accurate PR Measurement: Check on Your Provider

Katie Delahaye Paine, CEO of KDPaine & Partners, offers up 10 tips today for avoiding PR measurement mistakes. One theme of her recommendations is “check on your provider,” with a warning about missed clips, inaccurate circulation numbers,  and other errors. Overall, she talks about checking every month or so to make sure the things you were measuring and researching are still the things you’re measuring and researching.

On the topic of measurement, the Barcelona Principles were given the thumbs up over the summer, serving as a step in the direction of a standard for PR measurement. Among the principles are “Measurement and goal-setting are fundamental to any PR program;” “Measuring outcomes is preferable to measuring outputs;” and “AVEs are not the value of PR.” Click here for a refresher on the principles.