{"id":2311,"date":"2012-11-22T17:19:48","date_gmt":"2012-11-22T22:19:48","guid":{"rendered":"https:\/\/www.insidepr.ca\/?p=2311"},"modified":"2012-11-22T17:19:48","modified_gmt":"2012-11-22T22:19:48","slug":"inside-3-16-measurement-shonali-burke-style","status":"publish","type":"post","link":"https:\/\/www.insidepr.ca\/index.php\/2012\/11\/22\/inside-3-16-measurement-shonali-burke-style\/","title":{"rendered":"Inside PR 3.16: Measurement &#8211; Shonali Burke style"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_7206\"><audio class=\"wp-audio-shortcode\" id=\"audio-2311-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_316_FINAL.mp3?_=1\" \/><a href=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_316_FINAL.mp3\">http:\/\/traffic.libsyn.com\/prworks\/IPR_316_FINAL.mp3<\/a><\/audio><\/div><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/ca\/podcast\/inside-pr\/id137886027?mt=2&amp;ls=1#episodeGuid=https%3A%2F%2Fwww.insidepr.ca%2F%3Fp%3D2311\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/www.insidepr.ca\/index.php\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p><p>[display_podcast]<\/p>\n<p>Martin recaps <a href=\"http:\/\/mm12.meshconference.com\/\" target=\"_blank\">meshmarketing 12<\/a>. Among his highlights are singer\/songwriter\u00a0<a href=\"https:\/\/twitter.com\/davidusher\" target=\"_blank\">David Usher\u2019s<\/a> creative presentation that combined storytelling, images, video, and illustrating his points in song; and <a href=\"https:\/\/twitter.com\/halvorson\" target=\"_blank\">Kristina Halvorson\u2019s<\/a>\u00a0observation that much of what passes for content on websites is online garbage. She urges us to start thinking more strategically and stop polluting. Watch for the upcoming video interviews we\u2019re producing with\u00a0<a href=\"https:\/\/twitter.com\/leeodden\" target=\"_blank\">Lee Odden<\/a>, Kristina Halvorson and David Usher.<\/p>\n<p>This week, we feature a <a href=\"http:\/\/www.prsa.org\/Conferences\/InternationalConference\/\" target=\"_blank\">PRSA International Conference<\/a>\u00a0interview with <a href=\"https:\/\/twitter.com\/shonali\" target=\"_blank\">Shonali Burke<\/a>, VP, Digital and Marketing\u00a0 at MSL Washington and creator of the <a href=\"http:\/\/www.waxingunlyrical.com\/\" target=\"_blank\">Waxing Unlyrical<\/a> blog. Shonali talks about one of her favourite topics: measurement and why it\u2019s important to communicators.<\/p>\n<p>She advises us to shift our mindsets from output to outcome and embed this type of thinking into our programs in order to demonstrate how our work actually achieves business goals.<\/p>\n<p>She encourages communicators to perform measurement tests and present the results to clients as a way to educate them on how PR and social media programs can correlate to business outcomes.<\/p>\n<p>Looking ahead, Shonali thinks we must all pay more attention to measurement and understanding analytics ; we should focus on storytelling \u2013 that is going back to what PR is really about and; we must learn how to become community managers and tell our stories directly to the audiences we&#8217;re trying to reach.<\/p>\n<p>It&#8217;s always a real pleasure catching up with Shonali!<\/p>\n<p>And on behalf of Gini, Joe, Kristine and me, we want to wish all our American friends a very Happy Thanksgiving!<\/p>\n<p>********************************************<\/p>\n<p>Send us an email or an audio comment to\u00a0<a href=\"mailto:insideprcomments@gmail.com\">insideprcomments@gmail.com<\/a>, join the\u00a0<a href=\"http:\/\/www.facebook.com\/group.php?gid=101489863251163\" target=\"_blank\">Inside PR Facebook<\/a>\u00a0group, leave us a comment here, message us\u00a0<a href=\"http:\/\/twitter.com\/inside_pr\">@inside_pr<\/a>\u00a0on Twitter, or connect with\u00a0<a href=\"http:\/\/twitter.com\/ginidietrich\" target=\"_blank\">Gini Dietrich<\/a>,\u00a0<a href=\"http:\/\/twitter.com\/thornley\" target=\"_blank\">Joe Thornley<\/a>, and\u00a0<a href=\"http:\/\/twitter.com\/martinwaxman\">Martin Waxman<\/a>\u00a0on Twitter. Our theme music was created by\u00a0<a href=\"http:\/\/www.fortheloveofrecords.com\/\">Damon de Szegheo<\/a>;\u00a0<a href=\"http:\/\/www.rogerdey.com\/\">Roger Dey<\/a>\u00a0is our announcer. Inside PR is produced by\u00a0<a href=\"https:\/\/twitter.com\/kristinesimpson\" target=\"_blank\">Kristine Simpson<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[display_podcast] Martin recaps meshmarketing 12. Among his highlights are singer\/songwriter\u00a0David Usher\u2019s creative presentation that combined storytelling, images, video, and illustrating his points in song; and Kristina Halvorson\u2019s\u00a0observation that much of what passes for content on &hellip;<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[387,950,149,688,628,27,683,695,44,600],"class_list":["post-2311","post","type-post","status-publish","format-standard","hentry","category-pr","tag-gini-dietrich","tag-inside-pr","tag-joe-thornley","tag-kristina-halvorson","tag-lee-odden","tag-martin-waxman","tag-meshmarketing","tag-prsa-international-converence","tag-public-relations","tag-shonali-burke"],"_links":{"self":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/2311","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/comments?post=2311"}],"version-history":[{"count":0,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/2311\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/media?parent=2311"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/categories?post=2311"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/tags?post=2311"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}