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PR measurement has the potential to be overwhelming and complex, but this can be avoided by collecting the right data and shaping your reports to the needs of your audience.
As senior leaders seek higher levels of accountability from public relations, communicators are tasked with turning PR language into business language. To help communicate what you measure, here are five requirements for analytical storytelling to C-level executives.
With myriad social channels and measurement tools now available, PR pros have to learn to be more discriminating in picking what to measure; otherwise they end up throwing good money after bad.