Measurement

Wrestling With Corporate Storytelling

October 27th, 2014 by

Developing your core message is an essential exercise. It gets everyone, internally and externally, on the same page in terms of explaining your brand’s attributes and differentiators.

How to Boost Budget for PR Measurement

October 27th, 2014 by

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.

Case Study: Real Estate Company Homes in on Paid-Earned Model

October 27th, 2014 by

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.

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4 Tips for Successfully Measuring Your PR Campaign

October 22nd, 2014 by

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.

7 Questions to Ask When Developing a PR Measurement Program

October 15th, 2014 by

The value of a PR program can really only be proven through measurement. Here are some key questions you should ask before setting out on a measurement program.

Impact, Insight Form the Basis of ROI

October 6th, 2014 by

In the face of all of the change in the industry, there is a constant: Communications can and should drive impact.

Social Media: Companies Wade Into the Talent Pool

September 22nd, 2014 by

Companies of all stripes are scrambling to recruit, hire and retain social media talent. That encompasses people well versed in content creation, SEO, design, video and several other disciplines that are not in the traditional PR mold.

Sweet 16: Top Tips From PR News’ Measurement Week Twitter Chat

September 18th, 2014 by

PR News led a finger-cramping Twitter chat with some of its PR Measurement Hall of Famers as part of Measurement Week. Here are some of the best takeaways.

6 Key Metrics to Track on Your Measurement Dashboard

September 17th, 2014 by

A solid digital dashboard can save you from being inundated by useless data and allow you to determine whether your social media activity is making an impact.

It’s Time for PR to Cross the Chasm

September 15th, 2014 by

PR’s failure to demonstrate the associations between what we do and business value creation has perpetuated a vacuum of credibility with the C-suite. Today, with the advent of Big Data and business analytics, fewer and fewer CEOs and CFOs are willing to cut our profession any slack.