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.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

prmeasurement2015-180x150Join PR News at the Hyatt Regency in Chicago on Nov. 18 for the Measurement Conference, where you'll learn how to focus on measurable media relations, social media reputation-enhancing and crisis management programs that clearly affect your organization's bottom line.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

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.