Philip Sheldrake

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Tag: conclave

“A New Balanced Scorecard for Communications” – a critique

The Business of Influence, Sheldrake, Wiley, 2011

I've just been pointed to a recent post by Tim Marklein on The Measurement Standard, A New Balanced Scorecard for Communications. I can't endorse it as it stands, as I understand it, and this post explains why.

For a bit of background, this summary of the Balanced Scorecard and associated Strategy Maps is based on the one in my book, The Business of Influence, and is one of my post popular webpages attracting thousands of visitors every month ;-) Do check it out if the Scorecard is new to you.

Having been frustrated by the very narrow practice of public relations, by the plain wrong approaches to alignment and performance measurement, and by the seeming isolation of the PR function from the rest of the business at a time when its best qualities are more vital than ever, I sought in 2009 to crystallise my ideas to help organisations transition to a more relevant and mutually valuable model. Knowing that organisational change is hard, I focused on the dominant way some of the world's largest and most successful businesses seek to articulate and guide performance – the Balanced Scorecard – in order to tap into the monster's own strengths, jujitsu style.

I called the resultant framework the Influence Scorecard, and I was delighted that Robert Howie, then the Director of the Kaplan Norton Balanced Scorecard Hall of Fame for Executing Strategy, penned the foreword. Read more

Measuring Public Relations – a presentation

I was invited to kick off the CharityComms "Made to Measure Communications" event today. Being a fan of measurement, or business performance management more widely, I'm always excited about meeting new people and sharing ideas and insights, but given that many find the topic a little dry to say the least, I'm grateful for any and all interaction and enthusiasm event attendees might muster. And today's audience didn't let me down, so thank you for that.

As promised, here's the stack.

Social media measurement, after Madrid

What, exactly, is the value of social? This was the question I sought to help answer in my slidestack ahead of the AMEC European Summit in Madrid earlier this month. And it was the overarching question that informed much of the three days of debate, discussion and deliberation.

This post is about two related developments – the latest from "The Conclave" (aka the #SMMStandards Coalition), and "A New Framework for Social Media Metrics and Measurement".

Measurement standards

"Perhaps the most important Social Media launch of the year" is how Katie Delahaye Paine portrays it. This is so-Katie that I can actually hear her saying it right now (as she might hear me cry "the most exciting development in PR since the Cluetrain"!)

Katie refers to a suite of social media measurement standards that represents the work of a collection of organisations (including AMEC, a full list is appended here) informally referred to as The Conclave. Following 18 months of long conference-calls, meetings, slidestacks and email threads, we have posted standards for: Read more