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.
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.
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.
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.
We are becoming increasingly defined by our digital reputations, and this trend is only going to continue as more data about us becomes available and searchable.
To help integrate social data into your measurement strategy, here are 6 tips PR professionals should keep in mind.
PR pros are in business to advance the cause of their organizations. Their research, measurement and evaluation must meet the needs of the organization and decision-making.