Posts Tagged ‘recommendations’


Book Recommendations from Those Difficult Talks for PR Pros – Finding Your MoJo in Delicate Discussions

Thursday, August 2nd, 2012

Last week Alan Cohen, president of Acts of Balance Coaching, teamed up with Johna Burke for a free BurrellesLuce webinar, Those Difficult Talks for PR Pros – Finding Your MoJo in Delicate Discussionssm. (Click here to download the recording of the presentation or slides at your convenience.)

During the Q&A portion of the webinar, one attendee asked Alan to recommend some of his favorite professional books. “I am reading many different things, not all on difficult conversations, but a lot of them on effective communications […] and I enjoy many books on managing conflicts,” Alan said. He offered these suggestions:

What books would you add to the list? Please share your thoughts here on BurrellesLuce Fresh Ideas.

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Alan is the author of “Those Difficult Talks for PR Pros™” and is a professional certified coach (PCC), and public relations veteran with more than 25 years of business experience in the areas of public relations, marketing, human resources, leadership training and development.

Robot vs. Human

Thursday, January 20th, 2011

manvsmachineWhen was the last time that you called up a company for information and were patched directly through to a fellow human? I can’t remember when.

In the past 30 days I’ve been on the phone with a cable company, a cell phone company, a bank, a law firm, two kinds of insurance companies, plus a pet store. The only time I was actually patched in directly to a live person was the later – the pet store – although they weren’t particularly helpful and I should really be adopting from a shelter anyway.

In any case, I submit that few things are more annoying than punching through a handful of phone prompts, listening to hold music, then stumbling through more prompts before realizing what you need isn’t one of the touch tone options and that you’ll have to wait for a human anyway.

Facepalm.

Please allow me to introduce you to Gethuman.com. This is a directory of companies, phone numbers and reviews, compiled by for and of the people, which offers not only a guide on how to bypass phone prompts, but details the best way to get the most out of any listed companies customer service department.

From their site, “The GetHuman™ movement has been created from the voices of millions of consumers who want to be treated with dignity when they contact a company for customer support.”

The GetHuman site was created by Paul English (also the co-founder of Kayak.com, a site that lets you search flights, hotels and cheap travel deals all in one place) in the mid 2000’s and has grown through the hard work and diligence of their team as well as the support and input from readers like you.

Using the recommendations on the site, I rarely get stuck punching through phone prompts anymore. I’ve also gathered a healthy respect for those companies that patch you straight through to a human representative. I hope that as time passes, consumer feedback and experience leads to a friendly sea-change in the service industry.

Robot vs. Human?

Human > Robot.

Multipliers: A Way to Establish Correlations Between Audited Circulation and Readership Or Just Fluff?

Wednesday, April 28th, 2010

by Carol Holden*

Ever since taking over the reins of the BurrellesLuce Media Measurement department, more years ago than I wish to claim, I have heard a persistent question from clients: “What is an accurate multiplier to use with the audited circulation for print media to give a more realistic readership measure.” “Isn’t there an overall industry standard to use?” It came up again as recently as this week.

Obviously the question is asked because many publications are passed around the household or office, and are available in every waiting room space in America.  And I have heard multipliers tossed about, anywhere from two to as much as seven, with little substantiation as to how the number was derived.

Our response to this question has always been that we do not recommend any multipliers because we have not found data to support any overall numbers that would equate to all newspapers, large or small, daily or non-daily. The same feeling holds true for magazines.

However, there is some research on the topic this month, produced by Scarborough Research and the Newspaper National Network, working to

Multipliers: A Way to

Flickr Image: atomicjeep

establish correlations between circulation (audited) and readership.

The examination of the two metrics was done using 25 major daily printed newspapers – although not all were in the top 25 – ranked by total circulation as reported in the Audit Bureau of Circulations. The following are some of the conclusions the study draws:

  • Readership and circulation are highly correlated and have been moving in the same direction over time.
  • Readership is decreasing at a slower rate than circulation.
  • The analysis found that Readers-Per-Copy is increasing.
  • The readership metric facilitates apples to apples comparisons with other media, which rely on audience estimates.

Although I found the report interesting, I would still be hesitant to make recommendations to a client who wished to add a multiplier because:

  • I would not feel comfortable using the findings from this type of report outside of the specific 25 newspaper media universe studied, such as applying the multipliers to smaller daily or non-daily newspapers.
  • Because readership/circulation illustrates “opportunities to see” rather than eyeballs, I would be wary of advising a client to make an apples to apples comparison to other media that rely on audience/visitor estimates.
  • The New York Times reported on April 26, 2010 that: “In the six-month period ending March 31, the Audit Bureau of Circulations reported Sunday sales dropping 6.5 percent and weekday sales 8.7 percent compared with the same six-month period a year ago. The figures are based on reports filed by hundreds of individual papers.” With the landscape changing so quickly, how long would multipliers even for the subset of 25 newspapers analyzed be valid?

What methods do you use to judge the reach of campaigns in print media? Do you incorporate any type of multipliers in your data and if so how did you come up with them and support them going forward. Are there any other “fuzzy” numbers that you use? And for those not using multipliers, how are you qualifying those opportunities to see? How are you distinguishing them from circulation and eyeballs? Please share your thoughts and experience with me and the readers of BurrellesLuce Fresh Ideas.

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Bio: I’ve been in the media business all of my adult life, first in newspapers before going full circle and joining BurrellesLuce, where I now direct the Media Measurement department. I’ve always enjoyed meeting and especially listening to the needs of our customers and others in the public relations and communications fields; I welcome sharing ideas through the Fresh Ideas blog. One of my professional passions is providing the type of service to a client that makes them respond, “atta girl” – inspiring our entire team to keep striving to be the best. Although I have been lucky enough to travel through much of Asia and most major U.S. cities for business or pleasure, my free time is now spent with my daughter, visiting family/friends, and of course the Jersey shore. Twitter: @domeasurement LinkedIn: Carol Holden Facebook: BurrellesLuce