It’s fitting that our traditional monthly roundtable this month centers on measurement. We asked about the state of measurement, issues that continue to exist and what’s ahead. In short, there’s guarded optimism for PR measurement, though there’s still concern that some communicators choose not to measure. In addition, the colleges seem to be doing precious little to encourage students to appreciate the need for measurement.
Measurement
Roadblocks to Effective PR Measurement and Strategies to Overcome Them
November 1st, 2019 by Seth ArensteinAs we celebrate Measurement Month, there’s much reason to be optimistic about the state of PR and communications measurement. Still, there are a number of hurdles blocking the profession’s path, including some communicators’ choice to avoid measurement. We explore some of the major roadblocks and offer advice about how to overcome them.
Using Data to Improve Performance in Higher Education or Any Sector
November 1st, 2019 by Brendan StreichData has given us the ability to put science behind what was once considered an art. It makes communications more customized and targeted, predictive and quantified, FleishmanHillard SVP Brendan Streich argues. He uses the example of higher education to make his point about how to use data to gain business insights.
Quality Data at a Premium as C-Suite Demand Continues to Grow for Insights from Measurement
November 1st, 2019 by Seth ArensteinTo mark Measurement Month 2019, PRNEWS and partner PublicRelay surveyed some 350 communicators about their attitudes toward measurement. The findings indicate PR pros are becoming more sophisticated in their attitude toward measurement, particularly with regard to gaining insight from data.
Incoming PRSA Chair Pushes Non-Stop Learning, Urges PR to Use Truth to Combat Disinformation
November 1st, 2019 by Seth ArensteinIn this age of disinformation, PR pros are more important than ever, says the 2021 PRSA chair Michelle Olson. “If we do nothing except hold up the candle of ethics in business and in our organizations, we will have done our jobs,” she tells us in a wide-ranging interview.
10 Questions You Need to Answer as the 2020 Budgeting Season Beckons
November 1st, 2019 by Mark WeinerAlong with Measurement Month, it’s the time of year when PR evaluation and funding questions arise for the coming fiscal year. Executives who invest in PR are becoming more discriminating. Moreover, they insist on data to back up their decisions. Here are 10 questions to help you use measurement to prepare your budget presentation for 2020.
The New Rules of Measurement: Using Data to Tell a Story
October 21st, 2019 by Nicole SchumanAt the PRNEWS Measurement Boot Camp on Oct. 17, representatives from Edelman Intelligence, Prudential, AMEC (the International Association for Measurement and Evaluation of Communication), APCO, UTC, and Paine Publishing urged communicators to eschew vanity metrics and metrics in isolation. They also expounded on the importance of measuring data that aligns with your company’s business goals and presenting data conclusions in clear and concise ways.
Measurement’s Biggest Obstacle? Getting Budget for Analytics Tools
October 1st, 2019 by Seth ArensteinMeasurement is gaining traction in PR and communications, yet it remains a dark-haired stepchild in many quarters. Some of measurement’s pain points include the lack of budgets for data collection and tools, as well as concerns about how well those tools function, according to a news survey of some 500 PR pros.
Attribution Analysis: Why This Approach Could Help Revolutionize PR
October 1st, 2019 by Mark WeinerIn part II of a series IPR Measurement Commission chair Mark Weiner discusses new, supplemental approaches to measurement that promise to revolutionize PR. The spark for this uprising, he writes, is attribution analysis.
Measurement Must Address Vanity Metrics, Data Access
September 20th, 2019 by Seth ArensteinTo get you ready for PRNEWS’ Measurement Boot Camp next month in NY, we offer a preview of its luncheon session. Featured speakers will be Paine Publishing chief Katie Paine, Prudential VP, global communications/head of research and analytics Allyson Hugley and AMEC global MD Johna Burke. In a roundtable late last year, we asked this trio about the good and bad in communications measurement.