DETERMINING TONE: MAN V. MACHINE


As the number of measurement services providers continues to grow exponentially, one of the main points of differentiation is determining who controls the tone of coverage: a human or a machine. “The biggest difference is that machines take longer to program,” says Katie Paine, CEO of KDPaine & Partners. “Also, the problem with computer coding is that [computers] don’t think like customers; they think like pseudo-humans.” In the case of the United Service Organizations ’ (USO) measurement initiative, Mark Phillips, USO’s VP of communications, says deciding between human and computer coders was essential. “Although some organizations currently offer automated coding, we decided to have human readers assess each print article or broadcast story,” he says. “We did this for two reasons. First was the belief that the automated processes are not yet sophisticated enough to accurately differentiate nuances in the coverage. Second, the readers were provided with clear criteria for each of the assessments, and results are rigorously checked for rating consistency across readers and over time.”

Subscribe Now  |  Login




Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.