Stephen Pisinski, 2000 chair and CEO of PRSA and 2002 chair of the society's nominating committee, dies unexpectedly. Pisinski was president of the Montgomery Group in San
Francisco and is survived by a wife and two children.
Strategy of the Week
There are so many tools available for measurement these days that choosing a methodology - much less a vendor or research partner - has become a task unto itself. Before you
implement any program, make sure your goals match the method you're using to measure. You may not need to conduct an in-depth, expensive media analysis if your ultimate goal for
the PR program is to increase sales leads.
In a recent PR NEWS Webinar on "Measuring the Impact of PR on Your Company's Bottom Line," Katie Paine of KDPaine & Partners offered attendees a look at appropriate tools
for a variety of desired outcomes. (Contact: Katie Paine, [email protected])
|
Outcome
|
Tool
|
| Awareness/Preference | Survey |
| Message Communication | Media/Cyberspace analysis; Survey |
| Education | Survey |
| Leads | Lead tracking |
| Sales | Lead tracking; isolation techniques; scanning data |