Measurement

Measurement is not just about numbers. It’s about problem solving. It’s no longer enough to retrieve and present data. For communicators, data needs to be folded into everyday strategy, becoming a sixth sense, combining it with a human element to promote focused discourse. To provide communicators with a look into the benefits of measurement and what’s coming next, we enlisted expert Jenna Clark, head of measurement and insights, Google Communications.

In this third in a series of Intrado Digital Media-sponsored articles about measurement, we look at the hurdles of measuring media ROI. The first two articles in the series appeared in the November 2019 and December 2019 editions

As the new year begins, communicators begin to set priorities for the coming twelve months. IPR Measurement Commission chief Mark Weiner provides a step-by-step guide to help PR pros to benchmark the previous year and plan for 2020.

In this third set of 2020 predictions, communicators anticipate strong demand for mergers and acquisitions of PR firms, a rise in personalized stories and PR pros increasing their use of sophisticated data as audiences become more difficult to reach. Other predictions include a fierce response from healthcare to political criticism and an increase in relationships with non-traditional media outlets.

As the world’s second-largest search engine, YouTube remains an essential platform for brands to reach target audiences. As such, measuring the success of your YouTube digital marketing should be a top priority. Here are a few tactics to help you do it.

In this mini-case study about higher education, FleishmanHillard SVP Brendan Streich offers three ways PR is using measurement to help academia improve communications as well as other facets of college and university operations.

Our (almost) year-end look at social media engagement by B2C and B2B brands shows a pattern in both categories. Engagement is off year over year. Data is provided exclusively to PRNEWS by data partner Shareablee.

IPR Measurement Commission chair Mark Weiner whacks at measurement’s version of sacred cows as he tees up PRNEWS readers for success in 2020. Among the myths he dispels are: everyone is using AI for measurement, you must have a real-time measurement effort to succeed, and PR measurement kills creativity.

This is the second in a series of Intrado Digital Media-sponsored articles about measurement. Intrado Digital Media president Ben Chodor discusses the importance of aligning your measurement efforts with business objectives. The first article in the series appeared in the November 2019 edition of PRNEWS.

The C-suite increasingly is asking communicators to supply more authoritative data about their efforts, particularly in earned media. New demographic and firmographic technologies can help identify audience personas and find potential new audiences.