tag:blogger.com,1999:blog-323668914157464005.comments2021-05-21T01:47:34.591-07:00The Money SPINsJonathan Gardnerhttp://www.blogger.com/profile/02405839098316286446noreply@blogger.comBlogger13125tag:blogger.com,1999:blog-323668914157464005.post-63690832098831078832010-07-27T10:19:55.860-07:002010-07-27T10:19:55.860-07:00Those are good thoughts, Tim but I think it's ...Those are good thoughts, Tim but I think it's really small beer and sorry to say, an industry cop-out. There need to be real universal standards and you, me and anyone who's studied this knows that is fact. I agree that objectives and even the definition of PR is subjective and no one is agreeing on what to measure. THAT is a lot of the problem. The funny business needs to end now. Even if PR was relegated to only being able to measure one small component (such as Nielsen and audience metrics), that's a real start and real progress. There is undoubtedly some metric that could be seen as "representative enough" to help try to quantify what PR does (something like "share of voice" maybe, but with real quant against it, not just fuzzy qual stuff, et al)<br /><br />Anyway, just like the industry itself, it seems we can just go around and around on this as well.<br /><br />However, it is agreed:<br /><br />1. There needs to be real investment<br />2. There needs to be real commitment (i.e. the "real world" outside PR needs to take this measurement metric seriously)<br />3. There is a possibility for a Nielsen-like real metric <br />4. PR should be taking this seriously if PR wants to be taken seriously (can't we all just get along)<br />5. We really are going to stop referring to anything called the "Barcelona Principles" that doesn't involved tariffs or nuclear disarmamentJonathan Gardnerhttps://www.blogger.com/profile/02405839098316286446noreply@blogger.comtag:blogger.com,1999:blog-323668914157464005.post-5561353605940461602010-07-27T07:26:49.450-07:002010-07-27T07:26:49.450-07:00I couldn't agree more about the need for inves...I couldn't agree more about the need for investment in measurement. The good news is that there are several large agencies and large companies with significant investment and commitment behind measurement. We also need in-depth education and evangelism to move people from bad practice to best practice (which is what drove the Barcelona Principles).<br /><br />The trick here is the "universal" part. In many ways, that's unlikely to happen because the objectives for public relations inherently vary by company, industry, organization model, business situation, etc. We *might* be able to have a Nielsen-like approach for consistent media metrics, but that wouldn't cover all of what PR covers anyway. (Just like Nielsen only addressed audience metrics for advertising.)<br /><br />In the meantime, here's what we've currently laid out as an industry to address the "quantifiable" and "standardized" bit:<br /><br />http://comprehension.prsa.org/?p=628sTim Markleinhttp://www.allaboutadvocacy.comnoreply@blogger.comtag:blogger.com,1999:blog-323668914157464005.post-24959342214269730042010-07-26T18:16:08.547-07:002010-07-26T18:16:08.547-07:00Thanks for the comment, Tim.
I really hope that ...Thanks for the comment, Tim. <br /><br />I really hope that someone makes a real effort (read:investment) towards building a REAL measurement model for PR someday soon. <br /><br />There needs to be a strong and serious industry and non-industry coalition built behind this. Whatever model is chosen and tested as the best needs to get promoted like crazy in the business world outside the PR echo chamber. THIS in itself is a real PR challenge. <br /><br />If you and your colleagues are serious, it is going to take a lot more than what's been bandied about up to now. It seems PR's biggest issue is how to PR itself.<br /><br />There are people out there who run independent "measurement shops" which are good and all but a few small consultancies are not the answer. What's needed is a quantifiable, standardized measurement model that is UNIVERSAL across the industry. You should be aiming for something to get as much traction as say Neilsen did back in the day for TV. Aim high!Jonathan Gardnerhttps://www.blogger.com/profile/02405839098316286446noreply@blogger.comtag:blogger.com,1999:blog-323668914157464005.post-39292980482469045442010-07-26T15:56:56.710-07:002010-07-26T15:56:56.710-07:00Hey Jonathan, I'm sure your title will draw so...Hey Jonathan, I'm sure your title will draw some traffic, so here's more detail on what the Barcelona Principles outlined -- it's much more than just the seven sentences:<br /> <br />http://bit.ly/bkBKof<br /> <br />There's plenty more to address, which is what we're doing together with our clients every day as well as the Institute PR, AMEC and other associations. This includes:<br /> <br />1) Shifting the focus to business outcomes that can be quantified and correlated with PR, including awareness, understanding, attitudes, behaviors, engagement, sales, market share, etc.<br />2) Always evaluating media quality, audience and message, not just quantity -- and combining that with the performance indicators above to demonstrate impact.<br />3) Deploying more valid options for comparative "cost" evaluation: CPM, targeted reach, engagement/CPE, market mix analysis, etc.<br /> <br />In short, there are plenty of ways to measure PR -- whether Pete Campbell knows them or not. Now I’m hungry, too…Tim Markleinhttp://www.allaboutadvocacy.comnoreply@blogger.comtag:blogger.com,1999:blog-323668914157464005.post-78453590393938019352010-04-27T13:19:08.597-07:002010-04-27T13:19:08.597-07:00@Anon:
Thanks for that info, that is good to know...@Anon:<br /><br />Thanks for that info, that is good to know.<br /><br />But that brings up 2 valid points:<br /><br />1. Even if it is a well-known Korean proverb, is it appropriate for the main spokesperson for the top electronics company in the world to be using this in such a situation? A.Maybe this kind of "colloquial" speak is more appropriate among friends. B. It still sounds very defensive and/or offensive.<br /><br />2. This is the spokesperson for the TOP electronics company in the world, shouldn't he know that it is possible that someone outside the Korean media would be interested in what his huge company is doing? A. Shouldn't this huge company have better spokespeople? Shouldn't they also maybe hire a translator?<br /><br />The sentiment that the statement was "meant for the Korean media" sounds likely. Based on my experience, this kind of company rarely sees the big picture in communications and is so caught up in their provincial "island mentality" when it comes to PR.Jonathan Gardnerhttps://www.blogger.com/profile/02405839098316286446noreply@blogger.comtag:blogger.com,1999:blog-323668914157464005.post-23273788776891915862010-04-27T11:20:35.484-07:002010-04-27T11:20:35.484-07:00Hi Jonathan,
I just wanted to add that "When...Hi Jonathan,<br /><br />I just wanted to add that "When you see a pile of excrement, you avoid it not because you fear it but because it’s dirty." is actually a very well-known, widely-used Korean proverb. As lowly as it may sound in translation, it doesn't convey such a unprofessional, derogatory connotation when spoken in Korean. I think the PR person meant for it for the Korean media, and if he was facing the foreign media, I'm sure he would have come up with a different metaphor.<br /><br />In any event, the NYT article hit the nail on the head. Samsung is a corrupt company that is too big and too rich for the government to handle.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-323668914157464005.post-86038094186821858432010-01-14T16:51:01.100-08:002010-01-14T16:51:01.100-08:00As long as it's not near the steam rising from...As long as it's not near the steam rising from someone who didn't pick up after their dog. The similarities with their coffee are quite striking at times.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-323668914157464005.post-27598872097141291432010-01-12T12:20:07.637-08:002010-01-12T12:20:07.637-08:00Coming out and apologizing right away is always th...Coming out and apologizing right away is always the smart move. The fact that he waited so long to do it ... poor strategy. But it's good he did it and didn't pull a Pete Rose<br /><br />PR at Sunrise - worob.comAnonymousnoreply@blogger.comtag:blogger.com,1999:blog-323668914157464005.post-47399595231167560122010-01-07T08:56:03.887-08:002010-01-07T08:56:03.887-08:00thanks for the thoughts, very well said. those are...thanks for the thoughts, very well said. those are great examples i would point to as well. it is true that most Asian countries are not at the level yet of being able to produce "innovative experiences." as you point out, it has only been in recent history that they have gotten to be able to produce innovative products. give them 20-30 yearsJonathan Gardnerhttps://www.blogger.com/profile/02405839098316286446noreply@blogger.comtag:blogger.com,1999:blog-323668914157464005.post-68787872654934680502010-01-07T07:13:38.774-08:002010-01-07T07:13:38.774-08:00some good points there, but to expand it, has ther...some good points there, but to expand it, has there been any good web based stuff coming out of non US shores? The US has a huge heads up on the internet thing.<br /><br />As for hardware, it's only been in the last 30 years that the Japanese brands had made the impact on a global scale. Even the South Koreans with LG and Samsung have only been making strides in the past 10 years or so.<br /><br />It take a lot more than these countries think to make a global impact. Sort of like Benq's failed attempt in buying Siemens. It doesn't work that way. And who thinks Lenovo has the same cache as IBM?Situation Pantshttps://www.blogger.com/profile/09559906094595909771noreply@blogger.comtag:blogger.com,1999:blog-323668914157464005.post-47131023422471343332010-01-04T06:49:08.732-08:002010-01-04T06:49:08.732-08:00thanks, pants!thanks, pants!Jonathan Gardnerhttps://www.blogger.com/profile/02405839098316286446noreply@blogger.comtag:blogger.com,1999:blog-323668914157464005.post-74532523636549511272010-01-02T09:03:40.778-08:002010-01-02T09:03:40.778-08:00You should see Haagen Dazs in Japan, especially th...You should see Haagen Dazs in Japan, especially their Ginza store<br />http://www.haagen-dazs.co.jp/maison/<br />note the menu and prices. Also a maitre d' seats you.Situation Pantshttps://www.blogger.com/profile/09559906094595909771noreply@blogger.comtag:blogger.com,1999:blog-323668914157464005.post-73725251445370322692009-12-30T09:52:08.783-08:002009-12-30T09:52:08.783-08:00The Marketing Comms website outlines the basic pri...The <a rel="nofollow">Marketing Comms</a> website outlines the basic principles of marketing communications and provides information on working successfully with advertising agencies.Marketing Communicationshttp://marketingcomms.netnoreply@blogger.com