MarTech forever changed the way that marketers work, what they report as success and how they do their jobs. PR professionals and communicators, however, have not, as a whole, significantly changed how they measure their success. CMOs and CEOs are starting to ask: Why can’t PR be measured and attributed the way that marketing efforts […]
Let’s be honest. The typical PR person has an aversion to math. Couple that with the fact that the PR industry has historically lacked the type of quantitative performance data that’s usually available to marketing teams, and you’re left with a large group of professional communicators who are prevented from tapping into insights that could […]
When you’re a relatively new company, attempting to do something
please don’t say disruptive or innovative here um, hmmmm, new… it’s extremely important to watch for influencers in your industry who have insights or opinions about what you’re doing.
Exhibit A: “Adam takes off the gloves”
Adam Singer, who currently spends his days at the Google Compound Complex as Analytics Advocate, and moonlights as a forward thinking PR critic and founder of The Future Buzz, is one such person.
As you can see from Exhibit A, when we publicly launched our first product (Marketplace) he had a few opinions…which we welcomed.
OH! How boring life would be without challengers and dissenters!
Over the past year we’ve visited Adam at Google, lunched with him in San Francisco, awarded him a very prestigious “PRTech Award,” and even swapped quippy company T-shirts with him. Ahh, yes, this is a true PR match made in heaven. But it did take time.
Exhibit B: “Sharam and Adam play nicey poo”
Now, we bring you this illustrious – if not “coming out of sorts” – interview with one of our favorite Advocates.
Rebekah Iliff: Let’s start with an easy one. Can you tell us about your background and how your experience with PR has shaped your story?
Adam Singer: While in college, I was a total geek and created websites and grew digital communities in my free time (and monetized them instead of getting a part-time job). It was only after I entered the workforce and decided to get a “real job” that I ended up getting a trial by fire in PR. After my internship I ended up being hired as an account executive for a PR agency in Fort Lauderdale in 2005.
I hadn’t really studied PR save for a few journalism electives in college, but it turned out that my experience as a geek prepared me really well for the “new world” of PR.
Thrusting a social web, power user into the mix of a traditional PR agency early on proved to be valuable experience not just for me, but for my agency who promoted me from an account executive, to manager, to ultimately digital director within my first two years.
When we first started speaking with our “circle of trust” over a year ago in preparation for our Analyst launch, one name came up over and over again:
Katie Delahaye Paine.
Known by many as the “Queen of Measurement” (#QOM), she has been in the PR biz forever and runs a successful consultancy focused on PR Measurement. She regularly speaks on the subject, and is tapped for expert opinion on the evolving PR landscape.
Take, for example, her recent shout out surrounding the Vocus-Cision merger.
Not to spoil the interview, but she will say things like: “I can only speculate that stupid people doing dumb things don’t want to be measured.”
Well, I couldn’t agree more. I would also add that people doing small things don’t want to be measured.
Oh, and this: “The big shift has been away from HITS – how idiots track success – towards more meaningful business oriented metrics that are tied to web analytics or opinion shifts.”
Sassy, irreverent, and not afraid to speak her mind, we bring you an interview with #QOM which will likely make you that much smarter.
Read on for more #QOMisms. They are JUST. SO. GOOD.
Rebekah Iliff: You’ve been a pioneer in the field of measurement for more than twenty years. What’s kept your metrics fire burning bright after all these years?
Katie Delahaye Paine: One of the core beliefs I learned early on in my career was that you have to love the people you work with. I have been privileged throughout my career to work with the smartest most innovative communications professionals in the business. I can only speculate that stupid people doing dumb things don’t want to be measured, but for whatever reason I love the people I get to work with, love solving their problems, and love the challenges, especially when they say “we’ve never been able to measure what we do” – because chances are good, I can figure out a way to measure it.