Katie Paine
Katie Delahaye Paine
Durham, NH, United States
Contact Katie
Discover and connect with journalists and influencers around the world, save time on email research, monitor the news, and more.
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Past articles by Katie:
Five Easy Steps to Measuring Non-Profit Marketing Campaigns
5 Easy Steps to Measuring Non-Profit Marketing Campaigns With the future so uncertain, data can be a crystal ball for marketers in today’s world. Effectively creating measurable objectives and accurately tracking your progress towards those objectives is your best guarantee of success. But if you’re wondering how to measure non-profit campaigns and cause-oriented marketing initiatives outside of… → Read More
Measurement needs rebranding
Consider these suggestions on how to reframe this crucial part of the PR process. Anthropologists will tell you that baby dogs and cats have evolved over the years to be to be intentionally irresistible. By being impossibly cute when they are young, they are more easily assimilated into human society, enhancing their chances of surviving, […] → Read More
How we should re-imagine what we honor—and measure
When the PR industry measures the wrong things, it fails to demonstrate its real value and claim its rightful place at the decision-makers table. Years ago, I was greatly honored to receive an Athena Award. On the statue itself was a quote from Plato that seared itself into my brain: “What is honored in a culture will be […] → Read More
Measuring the Estoteric, or How to Measure Success When You Aren't Selling Widgets
Readers frequently ask me how to measure success as they define the goals and metrics for their departments. And as much as I love examples like the revenue and profit ones that Avinash Kaushik cites in this wonderful piece, they just don’t seem to be relevant to most of the people struggling with measurement. Primarily, the […] → Read More
How NOT to do Measurement — Lessons from the Wisconsin Milk Marketing Board
The Wisconsin Milk Marketing Board, Inc., dba, Dairy Farmers of Wisconsin (DFW), is a non-profit funded by, yes, the dairy farmers of Wisconsin. DFW’s recent “For the Love of Cheese” campaign was a big success. So much so that Tina Peterson, DFW’s national program manager of media appearances, claims: “We know that we’ve already garnered over $5 […] → Read More
ON THE FARM OR IN THE OFFICE: A GUIDE TO MAKING CONFIDENT DECISIONS IN 2021
I live on an old farm. Most of our buildings and equipment are old — decades older than most of you […] → Read More
5 STEPS TO MEASURE THE SUCCESS OF YOUR DIVERSITY AND INCLUSION COMMUNICATIONS
This article takes you through a 5-step procedure to measure the effectiveness of your diversity and inclusion communications. For additional […] → Read More
EVERYTHING YOU NEED TO KNOW ABOUT INTEGRATED COMMUNICATIONS MEASUREMENT
Think of integrated communications as a PESO department with internal communications on the top. And measuring integrated communications means that […] → Read More
Katie tells her measurement life story in Institute for PR interview
Last year, the Institute for PR honored me with the Jack Felton Lifetime Achievement Award, and I had about three minutes to comment on the achievement and offer some advice. There was way to much to pack into 3 minuts. So now, they gave me a full half an hour to tell my story. It’s … → Read More
What I've Learned from Three Decades of Communications Measurement
This article traces the modern history of measurement as reflected in Katie Paine’s own career. It is a companion to “Significant Measurement Industry Milestones of the Last 30 Years,” which discusses the development of five major trends in the communication measurement industry. It’s now a new decade, and everyone else is looking back at the … → Read More
4 tips to identify and replace useless PR metrics
Is your measurement in a rut? Rethink what you’re tracking, eliminate ancillary stats, and focus on extracting insight. → Read More
How effectively do you measure reach?
The number of people who see (or who might have seen) your message is irrelevant when it comes to gauging PR success. → Read More
The highs and lows of comms measurement in 2016
Measuring messaging is a challenge, no doubt. Here are the thrills of victory and the agonies of defeat from this year. → Read More
Why annual comms measurement reports are a waste of time
You should be measuring your success throughout the year—not a month before it ends. Here’s why. → Read More
7 essentials for gauging the real value of PR and social media
Some ROI aspects are as nebulous as those of a golf club membership or a suite at a sports stadium. Others have real metrics that you can show the top-tier execs. Here's how. → Read More
Navigating AMEC's new framework for measurement
To align your work with the Barcelona Principles, you should get to know this interactive metrics protocol. It's not the easiest interface, so here's some help in getting started. → Read More
How to design a social media measurement system in 6 steps
Social media measurement is not a branch of algebraic topology or experimental physics, says this expert. It’s a matter of common sense, hard work, and precise, agreed-upon goals. → Read More
4 tactics for keeping measurement in your budget
To begin with, frame it as gathering data for making smarter business decisions, rather than as justification for your own existence. → Read More
7 metrics trends that pervaded PR in 2015
Monitoring of visuals, the emergence of data throttling and the demise of the bundling board are just some hallmarks of the past year. → Read More
Why you should ditch writing your year-end communications wrap-up
It does you little good to find out in December that your efforts last February went awry. For the health of your organization, you're far better off taking your comms temperature frequently. → Read More