007 – Measurement Queen Katie Paine spills the beans on communication measurement

007 – Measurement Queen Katie Paine spills the beans about communication measurement

Katie Paine, who describes her career as “Journalist, turned MarComm, to Measurement Queen,” shares key insights on what it takes for effective communication measurement. She explains why solid research programs don’t necessarily require huge budgets, and also why designing a PR measurement program is so difficult for so many organizations. Hint: You must have clarity about your business goals and what communication activities drive those goals.

Katie reveals details from her amazing family history with journalism, public relations, and corporate communication. This fascinating history ranges from relatives editing Harper’s Bazaar, House & Garden, and the Baltimore News-American, to her grandfather’s connections to Stephen Crane and Cora Crane; Sherman Morris, Ivy Lee, and the PR history connected to the coal strike of 1902; Hill & Knowlton; and counseling both John Kenneth Galbraith and Buckminster Fuller.

Katie explains the problems with measuring Ad Value Equivalency (AVE) and impressions, and explains why using relationship-focused assessments developed by Jim Grunig and Lauri Grunig on trust, commitment, and satisfaction to assess the effectiveness of public relations programs is much more effective.

She shares lessons learned from her professional history writing for the Boston Herald, Washington Post, and San Jose Mercury News, along with how dropping a dip-laden cucumber on William Randolph Hearst, Jr. landed her a journalism job. She also recounts how she started the Delahaye Group and Paine Publishing; and producing The Measurement Advisor newsletter, which features a monthly Measurement Maven.

A prolific author, Katie has written “Measure What Matters,” “Measuring Public Relationships,” and “Measuring the Networked Non-Profit: How to Use Data to Change the World” with Beth Kanter.


Key Quotes:

“If you want your boss to appear on the cover of the New York Times, that’s easy: Strip him naked and have him run through Central Park chasing a bear, and he’ll be on the cover.

“The fundamental gap that exists in PR is that too many people want to show business value, but they don’t know what that is.”

“Research without insight is just trivia.”

“We are gathering data to make improvements.”

“Write about what you know.”

“If you know what drives customer behavior, you can work back from that to PR activities.”

“I’m asking them the hard questions: Please prioritize these 10 goals you have.”


How do you measure your public relations and marketing program?

Have a question about communication measurement?

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000: Creating the ‘Better PR Now’ podcast

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To benefit from every episode, please subscribe on iTunes, Google Play Music, Stitcher, TuneIn, Player FM, or Acast.

In this episode, we discuss:

  • How to add to the tools in your communications toolkit
  • The importance of a strategic mindset
  • The real power of public relations
  • How you can avoid becoming a PR short order cook
  • How you can benefit from the ‘Better PR Now’ podcast series

Quotes:

“I want to help PR professionals have the tools to help organizations make informed, smart decisions and bring their public relations expertise into that decision-making process.”

“Public relations, when practiced strategically and ethically, has huge potential to make a very positive impact on every type of organization and its publics.”

“If you have a strategically minded PR professional at the table when decisions are being made, they can help an organization avoid creating a crisis or … friction with their publics.”

“Public relations, when practiced appropriately, is a strategic function of the organization.”

“PR has the power to be a sensory system, to help the organization detect when its environment is changing, and how it can best adapt to those changes so it can thrive.”

“An organization should rely on its PR function to provide strategic intelligence about how it’s existing in its environment, how decisions on the part of the organization are going to affect its key stakeholders, and how they’re likely to react.”

“PR is not about just broadcasting; it’s about identifying, creating, and nurturing really important relationships that are absolutely critical for the organization to be able to survive and thrive.”

“Public relations can help once you are in a crisis, but the real value is it can help avoid creating a crisis.”

“Take care of your people, because they’re the ones who get the job done and you cannot do it without them.”

“Focus on your craft at a tactical level, but also … develop the mind of a strategist, so you think about issues strategically and are able to provide long-term visionary counsel.”

“Keep an eye out for new opportunities, but also be able to focus your energy on the things that are most important to your practice and your organization.”

“Public relations can help once you are in a crisis, but the real value is it can help avoid creating a crisis.”

Transcript:

Hello, and welcome to the ‘Better PR Now’ podcast, Episode Zero. You might be wondering what is an episode zero; well, in a nutshell it’s a short introduction. And it is one in which we explore what this podcast is about, why I’m doing it, and most importantly what you can gain from coming on this journey with me.

In most episodes I’ll interview leading experts as they share their knowledge and insights that can help each of us become a more effective communicator. This episode is different however, as Dr. Gwen Schiada (founder of CareerPuppy.com) interviews me about creating this podcast. So why should you listen? Well, in the next 27 minutes we’ll discuss how to put more tools in your toolkit, the importance of having a strategic mindset, the awesome power of public relations, how to avoid becoming a PR short-order cook (I’ll explain what I mean by that), and how you can benefit from this podcast series. There’s a lot of great information here and I really look forward to going on this journey with you, so let’s jump in! Continue reading “000: Creating the ‘Better PR Now’ podcast”