Издательство KDPaine & Paers, 2007, -219 pp.
In Measuring Public Relationships: The Data-driven Communicator’s Guide to Success, Katie Delahaye Paine has written a book that represents the University of Measurement. We opened the book with great expectations, having known and admired Katie over the years. We closed it understanding a great deal more about both the theory and the nitty-gritty of measurement than when we began.
The book provides a useful appendix of resources that include books and websites, such as that of the Institute for Public Relations Research, dealing with measurement. However, this book alone offers all that most practitioners of public relations will need to satisfy their clients and their own curiosity. It is both current and replete with examples from Katie’s rich experience.
Along the way, Katie writes with confidence and transparency. As a result, she helps create the very kind of relationship with readers that she urges them to measure with their publics—a relationship bo of trust. For just one example: How many professional communicators—especially those eaing a living doing research—remind you that less can be more when conducting a survey? As Katie puts it, You can probably get most of the information you need from talking to 250 people … [s]o don’t get talked into surveying thousands if you don’t really need to. Good advice, but rare in a world where commercial firms may charge by the numbers.
Katie also provides cogent and concise explanations of the often arcane world of measurement and evaluation. In the above example, she explains that it’s possible to survey a mere 500 people and get a representative sample of the whole population of the United States. Thus the book speaks to novices and veterans of the world of measurement.
Throughout, Katie emphasizes the importance of measuring relationships. In this way alone, she sets her book apart from many others—those that focus on media hits, for example, or strategic messaging. She clearly differentiates among measuring outputs, outtakes, and outcomes. She proceeds from one strategic public to another, not assuming that one system of measurement fits all. So she describes how to measure relationships with the community, opinion leaders, employees, members, investors, partners, the media, and sales reps. She teases out what is unique about evaluating relationships in times of crisis and through blogs. She tells how to plan and budget. She does all this through both words and figures, exactly as a competent research report would be prepared.
In Measuring Public Relationships, Katie Paine walks the walk that so many of her colleagues merely talk about. The typical book on research, like too many researchers, overpromises and under-delivers. Readers, anxious to know more and to do better, approach these books with optimism but leave in frustration at the level of the text or its inadequate explication. At the very least, their minds feel chloroformed by the language.
By contrast, here we have a book that is a lively, engaging, accessible, wise, and candid reflection of all Katie has done and leaed. Her legacy in this book of accumulated wisdom is guaranteed. It is such a remarkable compendium that it almost makes us wish we hadn’t retired, so we could assign it as required reading in every single class.
An Introduction to Measurement
Measurement Tools and What They Cost
Measuring Relationships with the Media
Measuring Relationships with Analysts and Influencers
Comparing Media Relations to Other Marketing Disciplines
Measuring Trust and Mistrust
Measuring the Impact of Events and Sponsorships on Your Public Relationships
Measuring Relationships with Your Local Community
Measuring Inteal Communications
Measuring Blogs and Social Media Relationships
Measuring Relationships in a Crisis
Measuring Relationships Developed Through Speaking Engagements
Measuring Relationships with Your Membership Organization or Association
Measuring Relationships with Sales People, Channel Partners, and Franchisees
Measuring Relationships with the Investment Community
Putting It All Together in a Dashboard
Epilogue: Whither Measurement?
In Measuring Public Relationships: The Data-driven Communicator’s Guide to Success, Katie Delahaye Paine has written a book that represents the University of Measurement. We opened the book with great expectations, having known and admired Katie over the years. We closed it understanding a great deal more about both the theory and the nitty-gritty of measurement than when we began.
The book provides a useful appendix of resources that include books and websites, such as that of the Institute for Public Relations Research, dealing with measurement. However, this book alone offers all that most practitioners of public relations will need to satisfy their clients and their own curiosity. It is both current and replete with examples from Katie’s rich experience.
Along the way, Katie writes with confidence and transparency. As a result, she helps create the very kind of relationship with readers that she urges them to measure with their publics—a relationship bo of trust. For just one example: How many professional communicators—especially those eaing a living doing research—remind you that less can be more when conducting a survey? As Katie puts it, You can probably get most of the information you need from talking to 250 people … [s]o don’t get talked into surveying thousands if you don’t really need to. Good advice, but rare in a world where commercial firms may charge by the numbers.
Katie also provides cogent and concise explanations of the often arcane world of measurement and evaluation. In the above example, she explains that it’s possible to survey a mere 500 people and get a representative sample of the whole population of the United States. Thus the book speaks to novices and veterans of the world of measurement.
Throughout, Katie emphasizes the importance of measuring relationships. In this way alone, she sets her book apart from many others—those that focus on media hits, for example, or strategic messaging. She clearly differentiates among measuring outputs, outtakes, and outcomes. She proceeds from one strategic public to another, not assuming that one system of measurement fits all. So she describes how to measure relationships with the community, opinion leaders, employees, members, investors, partners, the media, and sales reps. She teases out what is unique about evaluating relationships in times of crisis and through blogs. She tells how to plan and budget. She does all this through both words and figures, exactly as a competent research report would be prepared.
In Measuring Public Relationships, Katie Paine walks the walk that so many of her colleagues merely talk about. The typical book on research, like too many researchers, overpromises and under-delivers. Readers, anxious to know more and to do better, approach these books with optimism but leave in frustration at the level of the text or its inadequate explication. At the very least, their minds feel chloroformed by the language.
By contrast, here we have a book that is a lively, engaging, accessible, wise, and candid reflection of all Katie has done and leaed. Her legacy in this book of accumulated wisdom is guaranteed. It is such a remarkable compendium that it almost makes us wish we hadn’t retired, so we could assign it as required reading in every single class.
An Introduction to Measurement
Measurement Tools and What They Cost
Measuring Relationships with the Media
Measuring Relationships with Analysts and Influencers
Comparing Media Relations to Other Marketing Disciplines
Measuring Trust and Mistrust
Measuring the Impact of Events and Sponsorships on Your Public Relationships
Measuring Relationships with Your Local Community
Measuring Inteal Communications
Measuring Blogs and Social Media Relationships
Measuring Relationships in a Crisis
Measuring Relationships Developed Through Speaking Engagements
Measuring Relationships with Your Membership Organization or Association
Measuring Relationships with Sales People, Channel Partners, and Franchisees
Measuring Relationships with the Investment Community
Putting It All Together in a Dashboard
Epilogue: Whither Measurement?