Measurement

An Holistic Approach to PR Measurement

April 20th, 2015 by

PR and marketing execs increasingly are being asked to demonstrate the ROI of their activities. Yet with such disparate metrics, the challenge of providing a holistic view of PR is more complex than ever, even with the vast number of tools now available to the profession.

The ‘Duality Gap’ in Corporate Communications

April 20th, 2015 by

Effective PR measurement can often be an elusive goal. The dual truths—that PR should contribute measurably to the business and yet lacks the confidence and often the resources to measure its effectiveness—make clarity of the PR function an elusive goal for many organizations.

Communicators Scramble to Consolidate PR Metrics

April 20th, 2015 by

Long the 800-pound gorilla in the room, PR measurement arguably remains the most nettlesome aspect of business communications, influencing how PR will be treated during budget season as well as PR executives’ job security and performance.

When the Numbers Are the Story

April 20th, 2015 by

More than ever, B2B communicators realize the value of using proprietary research to build content and narratives that strengthen brand reputation, promote thought leadership and enhance the visibility of important messages. To successfully deliver on communication objectives, maximize media exposure and engage targeted stakeholders, we’ve found a few best practices for B2B communication leaders.

How to Fuel Your PR Measurement Effort

April 20th, 2015 by

Call it “analysis paralysis,” wherein communicators get stuck moving from Point A to Point B. The most common problem for measurement is that PR pros are inundated with metrics. Here are some additional tips on making sure PR measurement doesn’t get the best of you (or your budget).

Survey: PR Still Spotty on Measurement

April 20th, 2015 by

A PR News survey which questioned 125 PR and marketing executives found that, when it comes to PR measurement and analytics, there remains a significant gap between rhetoric and reality.

Brands Adopt Barcelona Principles with Success

April 20th, 2015 by

Depending on your perspective, the Barcelona Principles are either a total flop, because 66 percent of PR professionals haven’t a clue what they are—according to a 2014 PR News survey of 145 PR pros—or a huge success since 26 percent of senior professionals are using them.

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24% of PR Pros Don’t Meet With Senior Leaders to Choose Optimal Biz Outcomes of Their Programs

April 17th, 2015 by

Those who have been working for years on developing standard practices for PR measurement have long advocated that communicators need to put first the business outcomes that matter most to senior leaders and clients.

For PR, Vying for Attention is Becoming the New Currency

April 13th, 2015 by

The major takeaway of Arthur W. Page Society’s spring meeting was that for PR pros the future is uncharted but, in light of some of the cultural indices, loaded with opportunity.

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7 Tips for a More Effective Social Media Strategy

March 30th, 2015 by

As senior managers demand more accountability, PR pros increasingly are on the hook to prove that social channels have value and merit more budget, whether in dollars or time.