measureprGuest Post by Jen Zingsheim Phillips

The September #measurePR chat was a Measurement Month special, and featured a HUGE panel of measurement professionals and experts. In alphabetical order, the chat featured the following luminaries:

  • Pierre-Loic Assayag: Co-founder of the influencer marketing platform Traackr (a SBC Client);
  • Richard Bagnall: CEO of PRIME Research UK;
  • Johna Burke: Executive Vice President of BurrellesLuce;
  • Chip Griffin: North American CEO for CARMA;
  • Sahana Jayaraman: Head of digital & content marketing at Eastwick and a brand and content strategist with 15 years of integrated marketing experience;
  • Annsi Krol: CEO and founding partner of byBrick Insight;
  • Barry Leggetter: CEO of AMEC;
  • Mazen Nahawi: Founder and CEO of CARMA and a former journalist and management consultant;
  • Katie Paine: CEO of Paine Publishing and a pioneer in the field of PR measurement for three decades;
  • Angela Sinickas: Founder of Sinickas Communications, Inc. and has worked with clients in over 30 countries to help them measure the impact of communication on business results; and
  • Mark Weiner: CEO of PRIME Research US

Our topic of the month was measurement overall””where it has been, where it’s going, what doing it right (and wrong) looks like, and all of the ups and downs in between.

We kicked off with introductions, and the guests all had interesting backgrounds that led to their focus on measurement:

(We’ve all been there, I think!)

Next, we took a look at measurement myths””which ones the panelists had come across, which ones are pervasive, and others that really do have a negative impact on the widespread adoption of better PR measurement:

(Note: 3 trillion “unique people”…when there are slightly more than 7 billion on the planet. No word on where the “extras” came from…)

After myths, we moved on to measurement fails big and small; the panelists had quite a few examples:

(Author’s note: there were a LOT of responses to PR measurement failures””I can’t include all of them here, but the fact that there were so many and the answers so diverse indicate there’s much work to be done.)

Then, we took a deep-dive into the AMEC Integrated Framework, a project that has been developed and executed in large part through the yeoman’s efforts of Richard Bagnall:

We then moved on to “what’s next” in the field of PR measurement:

We then delved into an exchange about recommended tools””and the measurement experts had some “sage” advice (ha, cooking pun…) about this topic:

It was an amazing discussion with a remarkable panel of experts who are at the forefront of making sure that PR measurement is accessible, understandable, and works. There was a great deal discussed that isn’t highlighted in this summary, so please check out the #measurePR transcript for September 8th to see what you might have missed (or to refresh your memory!).

October #measurePR Announcement

In October, we’re talking how to measure content, baby, content! Our four guests include: Brandon Andersen, Chief Strategist at Ceralytics; Janet Fouts, CEO of Tatu Digital Media; David Klein, Director of Marketing at ClickTime; and Fay Shapiro, Publisher at CommPRO Global Inc.

The next #measurePR Twitter chat will be held on Thursday, October 13th from 12-1 pm ET, so make sure to mark your calendars for your monthly dose of smart measurement talk and RSVP to our Facebook event.

We hope to “see” you there!

Image: Nainoa Shizuru via Unsplash, CC Zero

Jen ZingsheimJen Zingsheim is a writer and strategic consultant based in New Hampshire. She most recently served as Vice President of Content Marketing and Media Analysis for eOutreach/CustomScoop, analyzing media, digital content, and trends for Fortune 500 clients. Earlier in her career, Jen worked at Fleishman-Hillard’s St. Louis headquarters, and the Missouri Chamber of Commerce and Industry.