Comments on: Blog. Don’t Blag (version 2,682)

By: Paul Woodhouse

Paul Woodhouse — Wed, 11 Jul 2007 19:29:44 +0000

Now that’s a very good point regarding broad objectives.

General buzz is just noise as far as I’m concerned.

And I promise I’ll get round to taking a look at that book when time allows.

Thanks.

By: Jose Mallabo

Jose Mallabo — Wed, 11 Jul 2007 14:21:24 +0000

If you want a primer on research approaches and methodologies check out the book “Using Research in Public Relations” (http://www.amazon.com/Using-Research-Public-Relations-Applications/dp/0139391665). It will provide some insight into how to set goals and objectives around PR strategy that can then be measured. From recollection, there’s a bunch of statistical analysis stuff. If you can grin and bear it through that, it’s a good resource. It also addresses, one of the biggest errors I’ve seen even the most seasoned PR people do — that is is setting really broad objectives like “drive awareness” or “create buzz.” Now those are near impossible to measure. Now if you want to set an objective like “to drive awareness of the risks for heart disease among male Asian Americans in the San Jose area” that is more specific and therefore more measurable.

By: Paul Woodhouse

Paul Woodhouse — Wed, 11 Jul 2007 12:28:13 +0000

I think you’re absolutely right.

I don’t come from a metrics background as such but am fascinated by the prospect of taking what you describe as esoteric constructs and formulating some form of synthesis via measuring it all.

From a personal point of view I’m extremely interested in sinking my teeth into some decent study, so I thank you for the link.

I’ve always known that if you’re going to apply business uses to blogging and other forms of social media that you might just have to provide a more reasonable statement relating to ROI other than ‘turnover has nearly doubled since implementing a blog’.

By: Jose Mallabo

Jose Mallabo — Tue, 10 Jul 2007 23:29:30 +0000

Loved the post and learned a lot from your POV but would have to argue that any communication can be measured if a company can operationalize the metrics and effect to be tested. A lot of scientific work is being done using sociological, anthropological research methodologies applied specifically to organizational communications that are valid and scientifically robust. I think we need to dispel that the myth that ROI of PR as measured by seemingly esoteric constructs like trust, brand cachet, strength of relationships can’t be measured scientifically. The fact is all of it can be measured, but most companies don’t access all the resources available to them. See http://www.instituteforpr.org/ for some of the latest research and methodologies used specifically for PR.