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Despite numerous calls to use measurement to assess PR’s effectiveness, enhance its reputation and develop strategy, a new study shows more than half of PR professionals devote little or no time to measurement.
For some of us, the term “content marketing” is just a highfalutin term for things we’ve been doing for years: writing and producing interesting content and trying to earn the eyeballs and loyalty of our target audiences. For many others, it’s a whole new ball game that you just can’t buy a ticket to.
It seems every company is a media company. In the digital age, more and more brands and organizations are taking on the characteristics of traditional media outlets and building online newsrooms—and communicators are at the center of the action.
To be effective, PR, internal communications, marketing, advertising and government affairs need to be integrated. Consistent messaging through all channels is essential and employees should not be lost in the mix.
Gathering more talent needs to be offset by a boost in billable hours or profits suffer. That concept has been missing at larger PR firms, according to a new financial benchmarks study conducted by Gould + Partners for PR News.