Public Relations Campaign Analysis with Katie Paine

Lee Odden with Katie Paine.

Eric Schwartzman

Eric Schwartzman is the principal consult at Schwartzman & Associates, a boutique public relations, SEO, and content marketing agency. He is also the author of 2 best selling books, an international keynote speaker, and a contributor at Adweek, Fast Company, TechCrunch, Yale Climate Connections, The Healdsburg Tribune, and many others.

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This is a conversation about public relations campaign measurement with Katie Delahaye Paine, founder of KD Paine & Partners LLC and publisher of The Measurement Standard, recorded way before social monitoring tools became available.

Katie Delahaye Paine is the founder of KD Paine & Partners LLC and publisher of The Measurement Standard and The One-Minute Benchmarking Bulletin.

They are newsletters for marketing and communications professionals dedicated entirely to measurement.

For the past 17 years, she has been providing marketers and communications professionals tools, data, and information to help them make better business decisions. Her clients include Raytheon, Hewlett-Packard, and Southwest Airlines.

She writes a regular column for PR News and has been published in The Boston Globe, USA Today and The New York Times.

SHOW NOTES:

4:28 – Katie Paine talks about the reasons it is important for businesses, marketing professionals, and PR people to know why they want to conduct measurements.

6:51 – Paine discusses the standardization of metrics for online media, and the challenges behind reaching standardized metrics.

9:25 – Paine on how often companies should measure the impact of their PR programs.

10:42 – Paine talks about surprising results she received after measuring: “…it [the results] completely shifted the attitude towards PR.”

14:48 – Paine talks about using metrics and numbers to evaluate qualitative information.

18:39 – Paine on the Cheney shooting incident: “…the notion of accountability in this particular phase of our history is non-existent…”

20:39 – Paine talks about the percentage of PR campaigns that are measured by clients and public relations firms.

21:26 – Paine reveals the three most important things to measure in any PR campaign.

23:26 – Paine on measurement credibility through third parties: “…Enron got into trouble because its accounting firm was auditing itself…”

25:13 – Paine discusses the measurements she conducts for her own business: “…the ultimate irony is I haven’t balanced my check book since 1973 but I can tell you…to the person how many people were on my website last week.”

27:52 – End.

Photo by TopRank Marketing