The Hit Parade (media hits, that is)

John Guiniven, associate professor of corporate communication at my alma mater, James Madison University (JMU) and fellow PRSA member provided some insight into measuring PR recently in PRSA's "Tactics":

• tracking numbers of hits (media impressions) is only one part of any ROI measure of PR
• media hits don't mean much unless the right people are seeing them
• while large numbers of hits can be impressive, they're not an indicator of audience comprehension
• impact and planned outcomes are what matters and not just large quantities of output
• social media is impactful with even a few followers due to the multiplying power of this viral medium
  
• the "downwind" effect (a story starts in one media outlet and gets picked up by another and then another, etc.) should be thoroughly evaluated to determine patterns and should even be included in the PR planning process
• another important metric to include in PR measurement is how long a story stays in key media
• first impressions matter when they're lasting ones
  

PRSA Submits Formal Challenges to McCain and Obama on Ethics

The Clean & Fair Campaign 2008 group on Facebook just sent this important message:

The Public Relations Society of America (PRSA) announced that it has submitted written challenges to the communications directors of the McCain and Obama campaigns. In a letter to Robert Gibbs (Obama for America) and a letter to Jill Hazelbaker (John McCain 2008), PRSA Chair & CEO Jeffrey Julin, on behalf of the PRSA Board of Directors, asks the campaigns to sign a formal pledge obligating them to abide by the PRSA Code of Ethics in their campaign communications.

Document Links:
McCain Campaign Letter
Obama Campaign Letter
Ethics Pledge

PRSA has yet to receive signed pledge forms from either of the campaigns, but will continue to speak out publicly and vigorously on the issue. Stay tuned for further developments.

Now THAT's what I'm talkin' about! Thanks, PRSA!