Internal Doesn’t Mean Unseen: Sean Williams on #measurePR
How’s this for going back in time in the age of now?
My second guest on #measurePR (all the way back in February) was the inimitable Sean Williams.
If you’re a measurement geek and don’t know him… you should. Not only does he have one of the brightest minds in our field, he has one of the brightest minds, period. I was lucky that Sean was willing to take some time out of his day to sit in on the chat when it was just a couple of weeks old, and he shared his thoughts on measurement, PR and ROI.
Since Sean teaches on Tuesdays and was held up joining the chat, we chatted among ourselves for a bit, and shared our pet measurement peeves. Not surprisingly, the continued use of AVE, lack of benchmarking and “quantity v. quality” were common causes of angst.
Because it’s been a while since this specific chat took place and I didn’t grab screen-shots of the tweets immediately after, I can’t show them to you (if you know, and can show me, how to do that, I’ll be indebted to you forever). But here are some of the interesting/noteworthy points raised during the chat:
1. Lindsay Allen, on the value of proprietary formulas such as Cision’s “publicity value: “… they… wouldn’t/couldn’t tell us much about how it’s calculated since the formula is proprietary.” To which Sean replied that it needed academic review (which, IMHO, all formulas – btw, does anyone use ‘formulae‘ any more? – should be).
Filed under Communication, Measurement, MeasurePR, Public Relations, Shonali Burke | Tags: #icchat, #measurepr, ad value equivalency, ave, IPR, PR measurement, sean williams, weighted media cost | Comments (2)
