Archive for June 10, 2010
A Matter of Taste
Some of us flack products that can be scientifically proven to be quite good. A certain make of car can win an award for luxury; a brand of paint can be tested to show its properties of longevity; a hotel can have scads of positive reviews from guests.
Some of us, on the other hand, are representing products that are good strictly as a matter of taste. I work for a publisher, for example, and books are notorious for being judged on a very private, personal scale of excellence. One critic may think a book was sent down from heaven itself with a whole gaggle of angels; another may think it’s the worst thing every to be put on paper. There’s just no accounting for taste. Read the rest of this entry »
PR measurement was never meant to be an exclusive club
OK, maybe I have a biased opinion about this, but I don’t think PR measurement was ever intended to be an exclusive club.
I remember learning about measurement during the first week of my first PR course in college. We even learned an acronym that included research and measurement: RACE (Research, Action, Communication and Evaluation). Research and evaluation were engrained in me right off the bat.
Perhaps this made me wrongly assume that measurement was already an integral part of the PR industry, and I’m still continually surprised by how few professionals talk about it. Read the rest of this entry »
