Measurement

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Why You Should Allocate Your PR Budget Surplus to Measurement Now

December 5th, 2016 by

It’s too late in the year to plan and execute a new PR campaign. And you lack the amount you would need in the budget for another major expenditure. But your use-it-or-lose-it situation means you need a smart solution, stat. Have no fear: It’s measurement to the rescue. Why measurement? Think of it as an opportunity to demonstrate to your company leadership that you can be resourceful and that you understand the importance of data. In other words, use the rest of your budget in a data-driven media analysis to substantiate the influence of your 2016 PR effort and provide a strategic roadmap for 2017.

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6 KPIs to Steer Your Google Analytics Program

November 17th, 2016 by

Google Analytics is among a PR pro’s most valuable means of proving ROI on a campaign. But for communicators that consider themselves more wordsmiths than STEM experts, it can be challenging to move past “analysis paralysis” when approaching a complex tool like Google Analytics.

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5 Considerations for Setting PR Measurement Benchmarks

November 16th, 2016 by

As excited as we all are to jump into action with a brilliant new PR initiative, it’s important not to find yourself asking yourself in the aftermath “…wait, what should we have been measuring? Are the numbers we ended up with great, good, bad? Are those numbers important to my boss?” Look before you leap, and lay a foundation for what to measure and what to expect.

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4 Ways the Latest Google Analytics Update Speeds Up Reporting

October 11th, 2016 by

Good news for the communicator who relies heavily on metrics, but is often short on time: Google has announced an update that’s designed to make the Google Analytics interface a lot simpler to navigate. Here are the key features that may make it easier for you to respond to requests for metrics in record time.

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Face Facts: Image Analytics Is Becoming Critical for Communicators

October 5th, 2016 by

It’s difficult to be at a PR conference and avoid hearing that video and photographs are exploding on social media platforms. Mary Meeker of Kleiner Perkins Caufield & Byers estimated in her most recent report that 3.25 billion photos are shared daily on Facebook, WhatsApp, Instagram and Snapchat. It makes sense then that brand communicators are anxious to capture data related to imagery as they measure their PR efforts and use such metrics to shape corporate strategy.

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Google Analytics Announces New Tools and Metric

September 29th, 2016 by

Google just put more brains behind Analytics’ considerable brawn. Babak Pahlavan, senior director of measurement & analytics at Google, unveiled a variety of new features and beta tests for the search giant’s measurement platform at SMX East in New York City.

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Questions About PR Measurement? Join the Sept. 19 Twitter Chat With PR News’ Measurement Hall of Famers

September 13th, 2016 by

For the third year running as part of AMEC’s September Measurement activities, we’ll be hosting a Twitter chat with some of PR News’ Measurement Hall of Famers. Mark your calendar for the Measurement Twitter Chat: Monday, Sept. 19, 11 a.m. to noon ET. Hashtag: #PRMeasure

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Image Analytics Emerges as Vital Measurement for Communications

September 12th, 2016 by

In Mary Meeker’s Internet Trends report (2014), it was estimated that 1.8 billion photos were shared on select social channels daily. In her latest report, for 2016, Meeker estimates the figure for 2015 to be 3.25 billion photos daily. There are a bit more than 7 billion people on Earth. Think about how often every person on Earth, even those without internet access, would have to upload and share a photo each week to reach that figure. So the longtime practice of image analytics in traditional media has become a hot new topic in social media, and listening tools are starting to add image recognition to their capabilities.

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Brands’ Tactics Burnish and Tarnish Their Reps at Summer Olympics

August 29th, 2016 by

The Olympics is not for the faint of heart. Never mind the athletes. Being a spectator or a sponsor requires as much grit and fortitude. I know. I just got back from watching my cousin, Caleb Paine, compete on the U.S. Sailing Team. For years, I observed the Olympics from the comfort of my living room, watching the celebration of human spirit and athleticism play out against what I assumed was a perfectly orchestrated spectacle, replete with major brands and a lot of media coverage. It’s not like that at all.

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3 Sources PR Pros Can Use to Jumpstart Persona Research

August 18th, 2016 by

Smart communications professionals prepare well-thought-out objectives and tactics in the planning phase before ever presenting a list of measurable outcomes to the C-suite. But before naming these objectives and tactics, PR professionals need to know exactly who their intended audience is. Building personas—semi-fictional representations of individual archetypes within a brand’s ideal audience—is a crucial step in pinpointing the ideal target group for any PR or communications campaign. Here are the three richest sources for persona building.