Comments for Measurement PRoponent / PRomulgator

Comment on Weekly Measure of Political Satire in the Canadian Media by Sarah K

Sarah K — Tue, 28 Oct 2008 02:22:34 +0000

Thanks for this link Alan. I really liked the site. Not surprising to see satirists turning back to their old favourites like the CBC this week…..my favourite subject!!

Comment on Mini Measurement Conference in Toronto: Sept 10-11 by Bookmarks about Measurement

Bookmarks about Measurement — Fri, 19 Sep 2008 18:00:28 +0000

[...] - bookmarked by 1 members originally found by Derrin on 2008-08-26 Mini Measurement Conference in Toronto: Sept 10-11 http://alanchumley.wordpress.com/2008/08/18/mini-measurement-conference-in-toronto-sept-10-11/ - [...]

Comment on Ask for feedback, but only if it’s good. by Mariana Sarceda

Mariana Sarceda — Sun, 06 Apr 2008 00:41:39 +0000

You’ve really stroke the right cord Mr Chumley. They asked for feedback. That’s all, nothing more and nothing less. I really don’t think that they are going to do anything else with the answers received. They have learnt the basic customer care lesson: ask for feedback. Unfortunately, they haven’t moved to the second lesson: let the feedback provided really help you improve the service you give. I guess that in a couple of cruise trips they learn it.

Comment on Day of aTONEment Beckons by Mariana Sarceda

Mariana Sarceda — Sun, 30 Mar 2008 17:17:25 +0000

Including a key message in a communication piece, receiving positive comments on it or getting the media attention on something you’ve published are just likeable effects of a well written and timed article. Tone, on the other hand, as Alan has said, is something totally independent from them. Tone is something that allows you to measure the way your target audience will reply to the message.

Comment on Day of aTONEment Beckons by achumley

achumley — Thu, 06 Mar 2008 14:46:09 +0000

Thx. Maya.

Interesting interpretation, though, by my definition of tone, it wouldn’t.

Those are other variables that, while important, are unrelated to tone. An article, in my view, is not positive strictly because of the presence of other variables.

The presence of 1-6 certainly makes for a comparatively higher quality article; and one that could be beneficial to the client, but their presence alone doesn’t make the piece positive. If they did, then why count tone at all? Double counting in my view.

By the above definition of tone, the subject is either explicitly characterized positivem negative or neutral.

Comment on Day of aTONEment Beckons by Maya

Maya — Thu, 06 Mar 2008 13:55:30 +0000

Points 1-6 would be positive only if the content is structured to build visibility in a positive manner.

Comment on Ask for feedback, but only if it’s good. by Andy Donovan

Andy Donovan — Thu, 28 Feb 2008 13:00:14 +0000

Mr. Chumley - like the choir master you are this really struck a chord. There are too many to mention out there that ask for feedback with the intent of having their respondents do so ONLY in the positive.

The mantra of “We love feedback as long as it’s good” is quite hypocritical in my experience since it is as you say asking your loved one for feedback and not wanting to hear it. These same people it seems would be the first to complain in the proverbial shoe was on the other foot.

I’m sure you agree that the only true way we can measure and most importantly improve is feedback - positive and negative - otherwise business as usual will inevitably lead to us going out of it. Great forum here my friend - looking forward to your next post. Cheers,

Andy

Comment on Ask for feedback, but only if it’s good. by achumley

achumley — Tue, 29 Jan 2008 18:55:32 +0000

It irks me plenty, but then I feel like a dork and move on. But not after adding in my own categories like you do.

Comment on Ask for feedback, but only if it’s good. by Lisa Caroline Leung

Lisa Caroline Leung — Sat, 26 Jan 2008 18:02:38 +0000

Haha, can you elaborate on what the “complete keystone cop calamity approach” is?

As for feedback options: honestly, sometimes (oftentimes) I end up writing in my own categories. How much does that irk you as a measurement director?

(Great spotlight lecture on Tuesday, by the way! It’s really exciting to see measurement truly coming up in Canadian PR.)

Comment on Strategic Forethought not Tactical Afterthought… by achumley

achumley — Wed, 09 Jan 2008 16:24:51 +0000

Kim,

Welcome and I appreciate the comment.

To be clear, I’m not proposing we completely walk away from the RACE formula. It works. But I find it a bit simplistic, linear and episodic is all.

For example, yes, one needs to research before one can analyze the communicate. But, one should also be using research at the communications stage as well. By the same thinking, one should be measuring at the communication stage too for mid stream strategic / tactical course corrections. Is the message you want out credible? Is it being understood, retained, driving change? Are you even using the right communications vehicle / method? So basically in my view everything starts with the “R”, but the “R” and the “E” play a role at all stages, no strictly on the bookends.