Home > Measurement, Social media, Strategic public relations > Meeting with the Queen of Measurement

Meeting with the Queen of Measurement

Katie Paine, nationally recognized PR measurement expert, shared many insights during a visit to Cincinnati.

This week, I had the privilege of meeting with a member of public relations royalty: Katie Paine, the Queen of Measurement. 

Paine, the New Hampshire-based author of Measuring Public Relationships: The Data-Driven Communicator’s Guide to Success, spoke to the Cincinnati Chapter of the Public Relations Society of America on snowy Feb. 9. Her topic: Social Media Measurement & Metrics. 

She walked (sprinted?) the 25 of us who braved New England-like weather through 56 slides packed with information based on her work with a wide variety of clients. 

Before the luncheon, 2010 Chapter President Chris Kemper (director of public relations at Cincinnati USA Chamber of Commerce) and I had the honor of meeting with Paine at the chamber’s Carew Tower offices. We picked her brain for nearly an hour before lugging her bag of books a few blocks through the snow to the Phoenix for the presentation. 

I’m still trying to digest all of the information from the consultation and presentation. On top of that, I’ve been making my way through Avinash Kaushik’s comprehensive book Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity.

 Whew, my mind is churning. 

I’ve got nine of Paine’s slides tacked to the wall in my cubicle at work – with a goal of boiling them down into a methodology that won’t take too much of our limited resources, but will help us fine-tune our strategic communication efforts. I’ve ordered her book. 

Some of this seems strangely familiar. It’s based on the same principles drilled into my head while studying for the Accreditation in Public Relations (APR) in the 1990’s. I recall hearing similar measurement strategies and tactics at PRSA conferences in Anaheim, Chicago, New Orleans, New York and Salt Lake City. 

  • Start with a goal. Tie it to business objectives. Measure what’s important to top management…
  •  Use surveys, focus groups, one-on-one interviews, informal observation, best-practice research. Web analytics… 
  • Segment audiences. Craft concise messages. Measure message penetration. Determine if messages drove desired behavior changes… 

But things have changed, too. That’s for sure. 

The Internet has given us a boatload of data and tools (many free) for sorting and analyzing it. 

With the emergency of social media, we’re able to engage in two-way conversations with key influencers in strategic audiences as never before. We can measure quite precisely the actions we’ve taken to produce desired outcomes. 

Stay tuned for more specifics as I strive to implement more of these measurement practices in my daily work. Meeting with royalty makes me realize that I’m more of a servant, actually I am a public servant in my job.

And I’ve got a lot of work ahead of me — work that can be measured!!!

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  1. February 13, 2010 at 11:15 am

    Mike, this is a helpful post within your excellent blog. Thanks for the link to Katie Paine’s book and the nudge to fine-tune and evolve in our strategic communications, pr, and marketing careers.

    Thanks too for the visual, fun picture of you and Chris trudging through Tuesday’s snow.

    Take care.
    Joanne Maly

    • mikeboehmer57
      February 13, 2010 at 11:44 am

      Thank you, Joanne!! I really enjoy sharing my experiences on this blog. Glad you find it helpful. Have a wonderful day!

  2. Anne Mitchell
    February 17, 2010 at 12:39 pm

    Great to see you at the luncheon, Mike. And I agree with you on those three bullet points – those fundamentals are still true, even with new tools.

    • mikeboehmer57
      February 18, 2010 at 10:51 am

      Thanks, Anne!!! Always great to see you. We can’t lost sight of the basics, that’s for sure.

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