Death to the PR Multiple

People that know me know that I have a passion for PR measurement. I firmly believe public relations activities should be quantifiable and measureable. The ability to “fudge” that some want to cling to hurts PR pros more than it could ever help. But I also recognize that if anyone tells you they have determined the “perfect way” for measuring PR, they are being disingenuous.

Different circumstances (and budgets) require different levels of measurement. Whatever measurement metric is used should be defensible, transparent and repeatable. Even if there are flaws in the measurement process, if the flaws are known, disclosed, and carried over from year to year, I can live with them.

But a recent tweet from Ed Nicholson at Tyson Foods (@ederdn) refocused my attention (and outrage) on a measurement folly that I hope to see dead and buried over the next few years (although I occasionally despair it will ever happen). I am talking about the “PR multiple” The multiple has been reported to range anywhere from 3x to 10x.

The general premise is that “studies have shown” that public relations/editorial coverage is 3-10 times more trusted than advertising. Therefore it should be valued three times as much. Some folks even drop the “studies have shown” and present it as a simple universal fact. I tend to hear it applied most when it comes to AVE (another evil measurement tool) and it is usually applied blindly to the whole article, even if the company is mentioned for just a sentence.

Additionally, the multiple measures the wrong thing. It doesn’t measure outcomes or results. It measures the communication channel at best.

A few years ago, Katie Paine (@kdpaine) and I talked about this over cocktails at the PRSA International Convention. She pointed out the biggest flaw with the multiple is one most professionals do not know. The multiple is a conventional wisdom myth that has never been proven. People just use the stat and accept it. Like the 17.65% markup on many services. Why? Because others do it. But to quote my mother “If all your friends stuck their hand in the fire, would you?”

Because other PR firms and services groups may use the mythical multiple is not a good enough reason for my teams. I challenge anyone to show me a valid study that shows the multiple exists. It doesn’t.

Earlier this month, Katie brought to my attention a study published by the Institute of PR in 2006 to my attention. David Michaelson and Don Stacks did a study to see if the “PR multiple” exists. They used real world test subjects (not college students who are measuring things in a vacuum). They found that the multiple is a myth. You should all check out the study here.

Public relations is powerful and can be wonderful. It’s my career. Public relations professionals and the organizations for which they work can exercise amazing influence and can benefit both companies and the public good. But as professionals we should let our work (and the results) speak for themselves. We don’t need to artificially inflate our own worth.

So please. Research and measure everything. But please, don’t use the monster that is the PR multiple.

Crowning the champion

It was a hotly contested race but I Will Survive is the best PR Breakup song beating Every Rose Has Its Thorn (68% to 32%). Thanks for the 800 votes. I hope you enjoyed it, and now back to something serious…

The Final: Disco vs. Glam Metal – The Ultimate PR Breakup Song

There were some surprises along the way, but in the end, the two titans of breakup songs are left standing, staring at each others before doing batle to crown the champion.

In one corner is one of the disco anthems, a true titan of song – I Will Survive By Gloria Gaynor. I can’t recall the number of parties at which I have heard this song, the thousands of karaoke versions I have hear and the truly scary number of bad dancers who are inspired to show their groove whenever this song is played.

In the other corner is one of the first acoustic glam metal/hairband songs, a true trendsetter for the 80s – Every Rose Has Its Thorn. Dee Snider of Twister Sister blames this song for single-handedly destroying Glam Metal as all bands rushed to do their own acoustic power ballads…

You be the judge. Vote here

Final Four Showdown: Ultimate PR Breakup

Well, we are down to the final four, and what a matchup it is:

Against All Odds v. Every Rose Has Its Thorn

I Will Survive v. Hit the Road Jack!

Vote here

Elite Eight: Ultimate PR Breakup Song Contest

The Elite Eight have been chosen. Currently, all #1 seeds are alive (way to go selection committee). But the fights today will be brutal, and only four will advance to the Final Four tomorrow.

We have:

Against All Odds v.  Bye, Bye, Bye (NSync checking in with the 3 seed)

The featured matchup of the day: Every Rose Has Its Thorn vs. You’ve Lost That Loving Feeling.

The East Final has The Way We Were Vs. Hit The Road Jack

The final two songs are a head-to-head competition with two powerful singers I Will Survive vs. You Oughta Know.

Click here to vote.

Following is the full bracket:

Ultimate PR Breakup Song: Round 2

Yesterday’s voting was hot and heavy – with more than 540 votes being cast for the ultimate PR breakup song. The 4 seeds fared the words, with all but one being upset.

Gun N’Roses got know love and John Denver did not advance. My personal dark horse favorite (If I close my eyes) almost pulled off the upset against Streisand but fell short.

The closest race of all was Alanis v. Meatloaf, but unfortunately, while Meatloaf could sing that 2 out of 3 Ain’t bad, he couldn’t quite pull down 2 out of 3 votes.

Round two begins now and ends at midnight ET. We have a few powerhouse matches today, including:

You Oughta Know v. Nothing Compares

Hit the Road Jack v. Go Your Own Way.

Click here to vote

Following is the full bracket.

Breakup Madness: Determine The Best PR Breakup Song of All Time

Every relationship comes to an end. Sometimes it is a mutual parting of the ways while remaining friends. Sometimes it is over little things that get blown out of proportion, and sometimes an old flame turns into a stalker.

The same applies to PR relationships. People outgrow jobs, move on, are fired or downsized. Agencies get let go from clients and vice versa. Funding runs out.

People react to relationships ending in different ways, but almost universally, many people turn to music. They have a “breakup song.” To remind them of what they lost, to help them move on, or just to change their frame of mind.

With Valentine’s Day fast approaching and March Madness soon to be upon us, I wanted to have a little fun with the topic and have created a 32-seed tournament to determine the greatest PR breakup song of all time. But I need your help.

What is the song that best captures the end of your PR relationships? When the time comes to move on professionally, what tune helps you carry on?

I have determined a field of 32 contenders. The power rankings the selection committee (me) used were exhaustive. Colleagues chimed in. My wife humored me and lobbied for some dark horses. Some of my younger co-workers ridiculed my tastes. People told me one Manilow song was more than enough. Some of the songs are dated. But just like a good WKRP episode (Live Turkeys!) most of these songs are classics.

It is now in your hands. So spend five minutes and let’s crown the ultimate PR breakup song.

We will have a new round of voting each day. So check back and chime in. The winner is entirely in your hands and will be announced on Valentine’s Day.

Following is the link to the tourney:

And for those that want to see the full bracket:

Now – let the voting begin!

Go here to vote.