Entries from September 2009 ↓

Don Bartholomew wrote a fantastic article about the Dos and Don’ts of Public Relations Measurement in 2010. Don is the Principal of Acumentics Research,  a social media and public relations research and measurement consultancy.

In his article, Don explains that Ad Equivalency Value is OUT. This notion that PR firms can total up column inches, research the equivalent advertising cost (based on the rack rate) and then multiply that number by whatever multiplier they think is fair (usually between 3 and 5) has been shown to be misleading at best and fraudulent at worst.

David Michaelson, member of the Institute for Public Relations’ Commission on PR Measurement & Evaluation, says the reason for this “lack of understanding by practitioners of best practices or  fundamental research practices.” Michaelson and Dr. Don W. Stacks of the University of Miami Communications Department conducted a groundbreaking research project that found

“No statistically significant difference between ad and editorial in an experiment focused on key measures of credibility, knowledge, interest and purchase intent.”

 Thereby eliminating all justification for AVE in public relations!

Copyright (c) Don Bartholomew, Acumentics Research

Instead, PR practitioners must focus on the total value their efforts contribute to an entire organization. Don developed the concept of the Total Value Cube to help visualize these benefits, which include brand and reputation, engagement, influence and action. It also looks at cost savings and cost avoidance.

If you are still measuring results at the output-level only, realize that in these cost-saving times you will soon be responsible for measuring and validating levels of engagement, influence and action (changes in behavior).

If you fail to do these three things well, expect to have your department downsized or cut altogether.

Tweet This Post

Many people reading the above cartoon will say, “Ain’t this the truth?”, but they are missing the social ramifications Facebook is bringing to society.

At 1,000 “friends” a person who is involved in Facebook is engaging in personal branding, whether they realize it or not. With a network of 1,000 a Facebook profile reaches a tipping point. Statistically, about 20% will open a link or read communication, because they have prior experience at receiving something valuable from that person.

The ability to have conversations with people who self-select as being interested in you and your ideas is a powerful advantage in life, both personally and professionally.

More people would benefit from Facebook if they could confront the fact that social connectivity is changing. I realize many are uncomfortable with this idea for personal and philosophical reasons. Cartoons like the above reflect a deep-seated cultural opposition to this trend. 

But regardless of mainstream social conventions, changes in society continue the same way they do every decade. The survivors — those who will be relevant, meaningful, compelling and engaged — will discover new opportunities,   identify and respond to new trends and ultimately enjoy a more enriching experience of lifelong learning than those who do not participate.

Tweet This Post

I was recently asked by a client where I thought the company’s mission and values statement should go on their Web site. Rather than saying the first thing that popped into my head, I first had to consider how that content would support their overall Web content strategy.

Should You Publish Your Mission Statement?

You might have one and not even realize it! I say that because every business Web site has the same essential content goals — attract Web visitors and build relationships. Everything else, especially selling products, is secondary to those two things. Nothing else can happen, really, before those two things take place. So perhaps its more accurate to say that every Web site just has one goal: to build relationships with human beings.

Continue reading →

Tweet This Post

I found this news item today, thanks to the Chicago Bar-Tender blog (http://tr.im/uuxb). 

A woman with 20 followers complained about a real estate company in this tweet: 

In response, the company has filed a lawsuit against $50,000. In their lawsuit, they claim Amanda,

“maliciously and wrongfully published the false and defamatory Tweet on Twitter, thereby allowing the Tweet to be distributed throughout the world.”

Continue reading →

Tweet This Post