Mark Ragan and Sandra Fathi at the 2013 Ragan PR Measurement Summit in DCA couple of weeks ago, I was getting ready to speak at the Ragan PR Measurement Summit here in DC (it was excellent, really, and I’m not just saying that because I was on the roster). My panel – also featuring Sandra Fathi of Affect and Ashley Pettit of Southwest Airlines – was on March 20. So since that week’s #measurePR fell the day before, we though it would be fun to have a preview of the panel, as it were, on the chat.

Ashley, unfortunately, couldn’t join us, since she was literally winging her way to DC at the time. But fortunately Sandra was free, so she joined the chat. I’ve known Sandra for a few years now, and she is one of the smartest – and most modest – executives in our business (you should get her to tell you the story of how and when she started Affect… she’s amazing!), so I was really happy to be able to feature her on the chat as well.

Here are a few excerpts:

On the constraints an agency works under when it comes to measurement:

On how to undertake research that doesn’t break the bank, whereupon Sandra said something really smart, and important, about metrics in general:

And on what kinds of metrics clients are asking for these days:

I was able to spend some (more) time with Sandra when I was up in NYC last week, and it was really interesting to chat a little more about PR, life, measurement, and so on. And since I don’t want to be selfish and keep her smarts all to myself, I asked her to come back to #measurePR today.

So if you missed her last time, don’t miss out this time (and yes, you can get the #measurePR transcript for March 19 beforehand, if you’d like to see what else we talked about).

We’ll be convening on Twitter from 12-1 pm ET, using the #measurePR hashtag; I hope to see you there!

Shonali Burke
Founder and publisher of Waxing UnLyrical, Shonali Burke helps smart businesses make bank by taking their communications from corporate codswallop to community cool™. She is also the founder of The Social PR Virtuoso®, which provides online, on-demand training that helps you unleash your inner Social PR superhero. Shonali is mad about ABBA, bacon, cooking, dogs, and Elvis, though not necessarily in that order. Wouldn't you like to be in her kitchen?
Shonali Burke