{"id":37,"date":"2006-06-29T00:01:12","date_gmt":"2006-06-29T04:01:12","guid":{"rendered":"https:\/\/www.insidepr.ca\/index.php\/2006\/06\/29\/inside-pr-special-edition-discussion-with-andrew-laing-thursday-june-29-2006\/"},"modified":"2006-06-29T00:01:12","modified_gmt":"2006-06-29T04:01:12","slug":"inside-pr-special-edition-discussion-with-andrew-laing-thursday-june-29-2006","status":"publish","type":"post","link":"https:\/\/www.insidepr.ca\/index.php\/2006\/06\/29\/inside-pr-special-edition-discussion-with-andrew-laing-thursday-june-29-2006\/","title":{"rendered":"Inside PR Special Edition &#8211; Discussion with Andrew Laing &#8211; Thursday, June 29, 2006"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_4845\"><audio class=\"wp-audio-shortcode\" id=\"audio-37-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"http:\/\/media.libsyn.com\/media\/prworks\/Andrew_Laing_Final_Mix_060626_2.mp3?_=1\" \/><a href=\"http:\/\/media.libsyn.com\/media\/prworks\/Andrew_Laing_Final_Mix_060626_2.mp3\">http:\/\/media.libsyn.com\/media\/prworks\/Andrew_Laing_Final_Mix_060626_2.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%2Findex.php%2F2006%2F06%2F29%2Finside-pr-special-edition-discussion-with-andrew-laing-thursday-june-29-2006%2F\" 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><strong>Show Notes<\/strong><\/p>\n<p><img decoding=\"async\" id=\"image40\" height=\"96\" alt=\"Picture1.jpg\" src=\"https:\/\/www.insidepr.ca\/wp-content\/uploads\/2006\/06\/Picture1.jpg\" \/>\u00a0In this Inside PR Special Edition, Terry and David have a half-hour discussion with <a href=\"http:\/\/www.cormex.com\/\">Andrew Laing, the President of Cormex Research<\/a>.<\/p>\n<p><strong>00:12<\/strong> Terry and David talk about their guest <a href=\"http:\/\/www.cormex.com\/\">Andrew Laing<\/a> and measurement.<\/p>\n<p><strong>01:42<\/strong> Andrew Laing discusses his company, <a href=\"http:\/\/www.cormex.com\/\">Cormex Research<\/a>.<\/p>\n<p><strong>04:10<\/strong> Andrew talks about how Cormex Research was founded.<\/p>\n<p><strong>05:19<\/strong> David asks Andrew what makes Cormex Research stand out from the competition.<\/p>\n<p><strong>09:08<\/strong> Terry talks about the output of a program and the outcome of a program &#8211; he thinks too many in the PR world focus on output rather than outcome.<\/p>\n<p><strong>12:10<\/strong> Andrew brings up ROI and thinks PR people use it incorrectly.<\/p>\n<p><strong>13:39<\/strong> David brings up <a href=\"http:\/\/en.wikipedia.org\/wiki\/Marketing_mix\">Marketing Mix<\/a>, and asks for Andrew&#8217;s thoughts on it.<\/p>\n<p><strong>15:08<\/strong> David brings up advertising and <a href=\"http:\/\/prmeasurement.ca\/\">MRP<\/a>, which he contributes to for the <a href=\"http:\/\/cprs.ca\/\">CPRS<\/a>.<\/p>\n<p><strong>18:30<\/strong> Andrew brings up the issue of the multiplier to compare PR to advertising value.<\/p>\n<p><strong>20:30<\/strong> David talks about the inequality of PR and advertising, and talks about the value of word of mouth and &#8220;talk&#8221; value.<\/p>\n<p><strong>23:30<\/strong> Andrew believes that technology is not where advances need to be made. He thinks methodology is more important than technology.<\/p>\n<p><strong>24:40<\/strong> Andrew talks about Cormex and their monitoring of social media.<\/p>\n<p><strong>28:00<\/strong> Andrew closes by talking about what he invites his clients to think about.<\/p>\n<p><strong>28:48<\/strong> Terry thanks Andrew and ends their discussion.<\/p>\n<p><strong>29:18<\/strong> David and Terry go into the costs of measurement after their discussion with Andrew.<\/p>\n<p><strong>33:00<\/strong> Terry invites listener comments and closes the show.<\/p>\n<p><strong>Background on Andrew Laing<\/strong><\/p>\n<p>Over the last fifteen years, Andrew has built Cormex into Canada&#8217;s leading media analysis company. As a pioneer in introducing standards and measures for public relations and communications in this country, Andrew has developed ongoing media measurement studies for hundreds of Canada&#8217;s top organizations. His current client list forms a Who&#8217;s Who of the country&#8217;s leading private, public and non-profit organizations, including BCE, RBC Royal Bank, Suncor, Health Canada, the University of Toronto, CBC, Ontario Power Generation, Mackenzie Financial, Scotiabank, Toronto Sick Kids Hospital, Ontario Teachers&#8217; Pension Plan, Heart and Stroke Foundation, and many others.<\/p>\n<p>Andrew holds a B.A. from the University of King&#8217;s College, an M.B.A. from Royal Roads University and is currently completing his Ph.D. (ABD) in communications studies from York University. Andrew is a frequent speaker, writer and collaborator on media research in Canada and abroad.<\/p>\n<p>Opening and closing music by <a href=\"http:\/\/music.podshow.com\/music\/listeners\/artistdetails.php?BandHash=766005b2cff9891cdd07fe52f8f94453\"><font color=\"#5a7060\">Alamantra<\/font><\/a> on the <a href=\"http:\/\/music.podshow.com\/\" target=\"_blank\"><font color=\"#5a7060\">Podsafe Music Network<\/font><\/a>. As always, Roger Dey is our voice-over guru.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[display_podcast] Show Notes \u00a0In this Inside PR Special Edition, Terry and David have a half-hour discussion with Andrew Laing, the President of Cormex Research. 00:12 Terry and David talk about their guest Andrew Laing and &hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,13,2],"tags":[],"class_list":["post-37","post","type-post","status-publish","format-standard","hentry","category-inside-pr","category-measurement","category-pr"],"_links":{"self":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/37","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\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/comments?post=37"}],"version-history":[{"count":0,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/37\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/media?parent=37"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/categories?post=37"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/tags?post=37"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}