By Katie Delahaye Paine
Katie Delahaye paine's "Measuring Public family members" is the must-have useful consultant to hands-on PR dimension. Emphasizing the position and assessment of relationships, this ebook presents each public family expert with step by step examine techniques for measuring courses, enhancing effects, and coping with relationships. This e-book comprises useful details on measuring public kinfolk in addition to social media dimension.
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Extra info for Measuring Public Relationships: The Data-Driven Communicator's Guide to Success
Seven Steps to Measure Your Relationship with the Media Step 1: Determine and Prioritize Your Audience In this case your audience is the media. 1stPages 42 9/21/07, 1:57 PM Measuring Relationships with the Media | 43 positioning on issues that are important to you. So the first thing to do is to determine what subset of the media is most relevant to your organization and issues. You may very well have to work on Step 2 below at the same time as this one, because the importance of certain issues may help to determine which media are of interest.
While this will tell you how your performance is improving or declining, it won’t tell you anything about how you are doing relative to the market. If at all possible, track your competitors, too. The least expensive benchmark is an industry survey. If you’re a big enough company, these benchmark studies can be particularly useful. I conducted one study with over a hundred thousand articles analyzed over several years and found that, on average, 30 percent of all articles were positive, 6 percent were negative and 29 percent communicated key messages.
These articles are the ones that are going to have the biggest impact in the long run. If You Have No Budget at All Be someone’s homework. My company, KDPaine & Partners, was previously located in Durham, New Hampshire. We were blessed by the proximity of the University of New Hampshire, which has an excellent market research lab. Most MBA programs and undergraduate colleges offer some sort of survey research class. With a bit of luck and persuasion, you can get them to conduct the research for you.