How To

Digital communications’ impact on meeting business objectives is more indisputable than ever, but that doesn’t mean executives have abandoned traditional media measures—quite the opposite. A recent survey of PR News and BurrellesLuce measuring goals in integrated marketing programs yielded interesting results.

The question is not how to engage and build relationships online, but how to determine the best mix of traditional and social media in outreach efforts.

The PR/communications profession as a whole seems to have come a long way in understanding the value of measuring and analyzing the effectiveness of their media relations efforts—this according to the results of the PR News/Cision Media Measurement survey. The results also shed light on the various aspects of media measurement that are increasingly viewed as important.

The PRSA Counselors Academy surveyed its membership last May to better understand the issues facing the leaders of PR firms across the U.S., Canada and Puerto Rico. Not surprisingly, three key issues rose to the… Continued

With events like the 1973 energy crisis, the Exxon -Valdez oil spill of 1989, skyrocketing oil and gas prices in 2008 and the ongoing conversation surrounding climate change and energy conservation, the oil and energy… Continued

Before: • Use social media regularly to become proficient, and to understand its strengths and limitations. • Use analytics to determine which social media method is best to reach your target audience. • Update your… Continued

Tim Marklein, executive vice president of measurement and strategy at Weber Shandwick, points out that old metrics are being challenged as new metrics emerge. In light of this, a truly comprehensive program considers the spectrum… Continued

Question: What is the one thing a customer wants to hear before purchasing a product or service? Answer: An honest opinion, which is why 40% of surveyed customers report being strongly inclined to purchase a… Continued

Cas Purdy, PR consultant and owner of PURDYPR, shared an insightful social media tip with the online public relations community recently: “Don’t Twitter when you’re bitter.” “Sure, if customers, partners or media outlets have posted… Continued

PR measurement is an issue for both the big and the small. Many organizations can benefit from public relations and not all of them are huge corporations with massive budgets. Those with more modest budgets can gain a lot from the value and cost-efficiency of PR, but measurement is one area where small to midsize clients are not getting as much as they could out of their PR efforts.