Why Impressions and “Likes” Are Like Sperm
From the Desk of Katie Paine When I tried to get Siri to remind me to write this post, she informed me, “That’s not nice.” So, reader be warned: Siri thinks sperm isn’t nice. Which …
Measuring the Accuracy of our Predictions
Along with Santa Claus, decking halls, and being jolly, tis the season for prognosticating. Having written some version of a “My Predictions” list for the last 25+ years, I decided that before I went out …
How to Spurn the Siren Call of the AVE Succubus
Succubus: (noun) A female demon or supernatural entity in folklore and medieval legend that appears in dreams and takes the form of a woman in order to seduce men, usually through sexual activity. The male …
Did Qatar Get Its $300 Million Worth in World Cup PR?
2022 brought a number of major media stories that highlight our long-time mantra that measures of success need to include not just quantity metrics (e.g., number of placements or impressions) but also: Qatar’s $300 million …
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The Top 10 PR Measurement Atrocities and how to Avoid them
1. Making up Metrics I was recently on a conference call with a respected international measurement organization and a new member of the group was explaining how she’d been pressured by her CEO to put …
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Katie Paine’s Measurement Predictions for 2023
It’s January, and that means we’re supposed to predict what 2023 will bring—or at least provide some perspective on what might happen. At this point a year ago, few people would have predicted that …
Your Reimagined Communications Measurement Tool Kit: the 5 Types of Tools You Need Now
Times are changing fast, and so is communications measurement. The purpose of this issue of The Measurement Advisor is to help our readers deal with these changes by providing practical solutions, in terms of the …
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Southwest and Mirati: 10 Lessons on Building an Integrated Measurement Dashboard
Gaetan Akinrolabu from Mirati Therapeutics and Rachel Forrest from Southwest Airlines spoke at the recent Summit on the Future of Communications Measurement. They have both recently gone through the process of integrating the vast amounts …
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5 Steps to Develop a Customized Media Impact Index
This article teaches you how to get to communications attribution, or at least much closer. With a media impact index you can capture in a single number the meaningful aspects of earned media’s contribution to …
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The No Bullsh*t PR Measurement Glossary
Vendors love to throw around fancy lingo in their branding and marketing. And we can forgive them some of their enthusiasm, after all they’ve got NEW! and IMPROVED! products to sell. We provide our No …
11 Communications Predictions for 2022 — How to Deal With Them
I see big changes for our industry in the coming year. All signs point to: 1. Employees to employers: “Take this job and shove it!” Media relations and reputation management goals will continue to focus …
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Eve Stevens Is Measurement Maven of the Month
Eve Stevens, senior manager at Microsoft, is one of those folks who has been on the leading edge of measurement for a long time. (For so long, in fact, that I’d assumed we’d named her …