Katie Paine Talks Measurement with Florida Communicators

April 4, 2012

by Julia Sotelo, Client Services Representative & Pilar Portela-Webb, Media Relations Supervisor, Business Wire Florida

Business Wire Florida held “Measurement, Engagement & Influence with Katie Paine- Moving from Theoretical to Tactical,” a memorable breakfast discussion for South Florida Professionals on March 6th. The event featured measurement guru Katie Paine. The event was held at Nova Southeastern University’s main Ft. Lauderdale-Davie campus. The panel was moderated by Laura Sturaitis, Executive VP Media Services & Product Strategy for Business Wire.

L-R: BW Florida Regional Manager Janice Essick, VP of Web Communications Ibrey Woodall, EVP of Product Strategy & Media Services Laura Sturaitis, speaker Katie Paine and Media Relations Supervisor Pilar Portela

Katie Paine shared her 25 years of measurement expertise and offered valuable information on evaluating the success of communications initiatives. In general Katie taught us that what matters isn’t new. For example: Conversations with stakeholders, relationships, and reputation and behavior.

Some things don’t change:

  • What matters has been measured before
  • In a crisis, success is still how fast it goes away
  • Your influencers haven’t changed, they just have different titles

She advised to get past measuring followers and story hits and to look at SEO and Page Rank; Influence; Engagement; Relationships; Advocacy; Sentiment and ROI.

Here are Katie’s 7 steps to Measure What Matters:

  1. Define Results
  2. Understand your audience and what motivates them
  3. Define Investment
  4. Determine what you are benchmarking against
  5. Define metrics (what you want to become)
  6. Pick a tool and undertake research
  7. Analyze results and glean insight, take action and measure again

Among her insights was the importance of involving all departments – PR, marketing, web, sales, SEO – in the strategic planning of communications decisions- “break down the silos.” This is directly in line with what we encourage our clients to do. Of particular importance is connecting web analytics in crafting your release and communications efforts. Katie also talked about the “Kick Butt Index.” How does management define ‘kicking butt?’ Know their definition and set up your communications metrics accordingly. Learn more at Katie’s The Measurement Standard or Business Wire’s Press Release Measurement.

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit our events page or follow Business Wire events on Twitter, hashtag #bwchat.


Press Release Measurement: When You Don’t Know Your Goal, Any Tool Will Do

February 23, 2011
by Sandy Malloy, Senior Information Specialist, Business Wire

A common question I get as one of the Info Divas at Business Wire is “How’s my press release doing compared to others in my industry?” 

I understand the desire for benchmarks, but politely suggest that’s the wrong question.  Better would be: “How well did this press release help me satisfy my goals in sending it out?” 

You can’t measure without goal-setting–just as you can’t say whether your fitness program is successful if you don’t know whether your goal is to drop 20 pounds, bench press 250 or simply show up at the gym three times a week.

While our recent  PR Peeps poll  reflects what pr professionals say constitutes press release success, too may of them fail to set goals before asking the “how are we doing” question. A recent post by Todd Defren of PR Squared and many who commented on it, echoed this sentiment.  

Starting with a goal in mind–whether it’s increasing brand awareness, generating traffic, scoring link clicks, or any other specific, measurable objective–provides context for the numbers you do gather.  And articulating your press release objective allows for a more complete picture by supplementing press release metrics with other meaningful statistics (e.g., number of Likes on Facebook, sales leads generated, etc.)

Here are a few guidelines on setting measurable press release objectives:

1.  Tie your goals to those of the organization, and identify what piece of the puzzle you represent.  You might not be able to correlate a press release with increased sales, but you can set a goal of increasing sales leads and then measure traffic to a landing page on your website.

2.  When you talk about the ROI of a press release you are measuring means, not ends. A press release, the means, is a strategy.  Your objective is the end — what do you want people to do as the result of the release appearing?

3.  In addition to your desired outcome, include your target audience.  This phase of measurement will involve steps to take after the release goes out.  If you want to measure brand awareness among the under-20-somethings who buy your video games, for instance, you might have to just track social media mentions; whereas setting up focus groups could be more appropriate if your target audience comprises pharmaceutical executives.

4.  Set a time frame for achieving the objective.

The Institute for Public Relations is a good resource for more information on public relations measurement.


Business Wire PR Peeps Poll: Quality Rules over Quantity for Press Release Postings

June 3, 2009

When it comes to press releases, could it possibly be that less is more?  That’s what most of you said when asked what you most value:  the QUANTITY or the QUALITY of sites where press releases post.

Yep, according to the latest Business Wire PR Peeps Poll, QUALITY definitely rules.

bwtwitterpoll3chart
Almost 80% of you said that you value the quality of sites where your press releases post over the number of sites where it posts.  Only about 20% of you prefer more postings to better ones.

Interesting—and frankly, reassuring, given the ongoing quest for clicks, metrics and monitoring.  Here’s the poll breakdown:

Business Wire PR Peeps Poll for May 2009

  • 176 said quality of sites-78.57%
  • 48 said number of sites-21.42%

To those who participated, thanks for taking the poll.  And how about helping with the next one?    News release or Press Release? Which do you prefer?

224 respondents via Twitter and Business Wire webinar polls.  Poll conducted  May 6 – May 30, 2009.


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