Just Because You Didn’t Imagine It, Doesn’t Mean It Won’t Happen

An AI created image to illustrate the concept of imagine.

The Paine of Measurement February 2023

Happy New Year, Readers!

Welcome to the February 2023 issue of The Measurement Advisor. This new year is already shaping up to be another one in which we’re continuously buffeted by change. Hard to imagine that just a year ago, a large part of the world thought that Putin’s invasion of Ukraine was just a bluff, that the GOP was going to sweep the midterm elections, and Elon Musk was a smart businessman.

If we learned one thing in 2022, it is that just because we didn’t imagine it, doesn’t mean it won’t happen.

Data to the rescue

As AI explodes and Twitter implodes, communicators need to prepare themselves to be buffeted by surprises from all sides. But the good news is that data is here to help.

First of all, don’t give up your Twitter account just yet. The latest Pew data says that most journalists are still on Twitter, and use it to find their stories. It’s still the best way to reach out to them.

Secondly, many of the trends that may seem threatening now are in fact opportunities for communications to shine. AI is going to help us manage crises better and also provide data that shows our value.

A recession may threaten the economy. But, don’t forget, recessions are in general good for people who have data that demonstrates their efficiency at getting results. (Which we assume describes most of our readers and loyal fans. 🙂 ) The cuts first come in departments that don’t have data to link their work to the bottom line. Word to the wise.

In this issue

We list my ever-popular beginning-of-the-year predictions in: “Katie Paine’s Measurement Predictions for 2023.”

The recent World Cup provides a fascinating case study in what results you can get—or not—with a truly gigantic budget: “Did Qatar Get Its $300 Million Worth in World Cup PR?

Be real in 2023. Here are the techniques and tactics that will make you a more effective communicator: “10 Tips to Be a Better Communicator in 2023.”

Big, big congrats are in order: “Jennifer Smoter is Measurement Maven of the Year.”

And of course we have the Menace: “NewsWhip is the Measurement Menace of the Month.”

And, for those of you who just can’t get enough of reading about communications measurement: “Your Measurement Reading List for February.”

Paine Publishing is poised for exciting growth

Here at Paine Publishing it’s hard to believe that we’ll soon be coming up on our tenth year in business. When I started, the idea of online training courses had never occurred to me. Now it’s one of the biggest segments of our business. Our Measurement Base Camp attracts more people from more parts of the world than we ever imagined it would. Plus, we’re launching a new training course in April, this one on Google Analytics 4 for Public Relations and Communications.

Over the years we’ve adapted our services to the trials and tribulations of our clients, adding news alerts and media monitoring. Now our most recent new addition is Media Audits, which provides our clients data on:

  • The social and traditional media habits of their target audiences,
  • How they stack up against their competitors, and
  • New opportunities to excel.

Our annual Summit on the Future of Communications Measurement has also grown, both in the caliber of the speakers and the reach of the audience. Thanks to the wonders of Zoom, it’s a lot easier to bring together Measurement Mavens from all around the world. And that makes the Summit a whole lot more fun and informative.

And soon we’ll have a brand new website with which we can celebrate our first decade! Stay tuned, stay in touch, and have a great new year.

Measure on,

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