Measurement on the cheap: How to quantify communication without breaking the bank A Ragan Teleseminar May 9, 2006 By Katie Delahaye Paine CEO KDPaine & Partners, LLC Publisher of The Measurement Standard ( Author of : KDPaine’s Measurement Blog ( Member: IPR Measurement Commission

The reason people don’t measure their results is that: It’s too expensive It’s too difficult There is no good way to measure PR You can’t measure intangibles I’m afraid that measurement will show that my program isn't working All of the above None of the above The Myth of Measurement

No more excuses The latest tools start at $ a month Standard guidelines are in place, written by the IPR nearly a decade ago If you don’t know how, try googling PR Measurement Gut feeling doesn’t cut it any more Measurement is no longer optional, accountability is mandatory If you’re not measuring your results, you aren’t managing your organizations assets wisely If you aren’t managing wisely, you won’t last long If you don’t have data, how can you make decisions If you think research is expensive, what’s the cost of ignorance?

How to lose a budget in ten days or less  Don’t tie results to business outcomes  Use measurement to justify your existence  Measure something that no one cares about  Get lost in the minutiae, lose sight of the goal  Fail to get consensus from everyone who needs the results  Promise a Cadillac measurement plan on a Segway budget  Deliver data when you no longer need the answers

A little measurement history Delahaye founded Readers From target audience Automated Message tracking Integrated internal & external comms dashboards Integrated Automated tools Avg cost $20 per clip Avg cost $20 /clip Avg cost $10 /clip $20/ complete Avg cost <$2000 a year Avg cost $5/clip Automated analysis introduced On-line analysis 24/7 Access to data Do-it-yourself Tools Avg cost $20,000 a year