http://www.intersectionofonlineandoffline.com/can-you-sell-pr-measurement-to-your-dumb-ass-boss/ thoughts on communications and social media Thu, 02 Feb 2012 13:25:52 -0800 http://wordpress.org/?v=2.8.6 hourly 1 http://www.intersectionofonlineandoffline.com/can-you-sell-pr-measurement-to-your-dumb-ass-boss/comment-page-1/#comment-474 Mike Watson Thu, 27 Nov 2008 23:48:28 +0000 http://www.intersectionofonlineandoffline.com/?p=117#comment-474 Firstly, Happy Thanksgiving to those celebrating the custom. Secondly, are PR practitioners and specialists in measurement, evaluation, listening, etc as effective as those who 'sell-in' sport and cultural sponsorships, CRM and IT systems/upgrades, market research, HR training schemes, corporate image/livery, etc to those in corner offices? Can we learn from them? Or should we train-up and hand-over the selling to sales? No, from what I've observed. Btw, a 10lb zucchini starts as a colourful flower and they taste great when stuffed, battered, and fried. Firstly, Happy Thanksgiving to those celebrating the custom. Secondly, are PR practitioners and specialists in measurement, evaluation, listening, etc as effective as those who ’sell-in’ sport and cultural sponsorships, CRM and IT systems/upgrades, market research, HR training schemes, corporate image/livery, etc to those in corner offices? Can we learn from them? Or should we train-up and hand-over the selling to sales? No, from what I’ve observed. Btw, a 10lb zucchini starts as a colourful flower and they taste great when stuffed, battered, and fried.

]]> http://www.intersectionofonlineandoffline.com/can-you-sell-pr-measurement-to-your-dumb-ass-boss/comment-page-1/#comment-473 Katie Delahaye Paine Thu, 27 Nov 2008 01:53:23 +0000 http://www.intersectionofonlineandoffline.com/?p=117#comment-473 First of all, THANK you for the complements! Love the fact that you like the book! Secondly, I have a trick for you that works with alot of dumb-ass bosses -- don't call it measurement. Measurement sounds defensive. What you are doing, particularly with social media, is listening to your target audiences. And if your boss doesn't want to listen to what his/her stakeholders are talking about, perhaps he/she should find a different line of work. Measurement is essentially research into what's going on, what's being talked about and written about in your marketplace. Would finance or sales recommend a strategy and not cite data and/or market research? So why shouldn't communications get just as much money for its research. (And oh, by the way, our services start at $3600 a year. And if you figure that the average spend on measurement is between 5 and 10% that means that anyone with a communications budget of more than about $20,000 a year can afford PR measuremnt. First of all, THANK you for the complements! Love the fact that you like the book! Secondly, I have a trick for you that works with alot of dumb-ass bosses — don’t call it measurement. Measurement sounds defensive. What you are doing, particularly with social media, is listening to your target audiences. And if your boss doesn’t want to listen to what his/her stakeholders are talking about, perhaps he/she should find a different line of work.
Measurement is essentially research into what’s going on, what’s being talked about and written about in your marketplace. Would finance or sales recommend a strategy and not cite data and/or market research? So why shouldn’t communications get just as much money for its research. (And oh, by the way, our services start at $3600 a year. And if you figure that the average spend on measurement is between 5 and 10% that means that anyone with a communications budget of more than about $20,000 a year can afford PR measuremnt.

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