Linda Rutherford, who leads PR at Southwest Airlines, talks about how to motivate her communications team and the role of storytelling at the company.
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.
The key to a successful PR measurement strategy is gathering data that proves the value of PR activities, shows ongoing improvement in performance and demonstrates ROI compared with true business metrics. There are a variety… Continued
For several years after its debut, Facebook was viewed by brands and organizations as a relatively cost-effective way to promote their products and services. Companies could run branded Facebook pages—without necessarily dropping a lot of coin for Facebook advertising—and watch the needle move. Case in point: Hudson & Marshall, which is one of the nation’s top real estate auction companies specializing in bank-owned foreclosure listings.
For years, the measurement experts, including me, have told you to spend 10 percent of your communication budget figuring out whether the other 90 percent is working. But that doesn’t really tell you how to allocate that 10 percent, nor does it cover all the scenarios.
Any PR pro knows that what matters most to the C-suite isn’t the amount of media coverage but the actual value it represents—or ROI. But there is no standard measurement tool or piece of software that magically calculates it.