There’s no question that measuring the value of PR is one of a communicator’s biggest challenges. Whether you’re charged with handling your brand’s media relations, social media campaigns or both, a pointed question from the C-suite lingers: “How does this tie to our bottom line?” At the Measurement Conference later this week, experts will explain how to get senior leaders to see the value of your PR efforts. Here are some tips to get you started.
Measurement
Why Impressions Don’t Make Your ROI Impressive
April 11th, 2019 by Justin JoffeAs the boundary between marketing and PR continues to blur, two surveys provide perspective into building a sound media relations strategy. They also remind us that marketing and PR must not be operating with siloed measurement strategies. Ahead of PRNEWS’ Measurement Conference, April 17-18 in D.C., these surveys emphasize that correctly measuring influencer ROI and communicating up are greatly unrealized opportunities for PR and marketing to be on the same page.
AI, Data Integration, Smart Tools: Eight PR Pros Eye Measurement’s Future
April 10th, 2019 by Seth ArensteinAs we look to next week’s PRNEWS Measurement Conference in Washington, DC, we asked several scheduled speakers to prognosticate about PR measurement’s future. Up ahead, they said, is more data integration and testing of well-established ideas. In addition, tools will be smarter and (thank goodness) easier to use, which will encourage the use of measurement for decision-making.
How to Make the C-Suite Understand the Value of PR
April 8th, 2019 by Melissa HoffmannIt’s an unfortunate reality that some C-suite executives are either unaware or unconvinced of how communications and PR are providing value to their business, which can lead to slashed budgets and high turnover rates. Proving PR’s worth to the C-suite is one of the most hotly anticipated sessions at PRNEWS’ upcoming Measurement Conference April 17-18 in Washington, D.C. Here are six steps you can take to show PR’s value in a way that your company’s leadership will understand.
It’s About Relationships: Measurement Conference Keynoter Scott Steinberg on the Future of PR
April 1st, 2019 by Jim AlkonWhat’s next for PR? Why not ask a futurist! Scott Steinberg is regarded as one of the world’s most celebrated business speakers, futurists, authors and strategic innovation consultants, as seen in 600+ outlets from CNN to Time and The Wall Street Journal. Here’s a sneak peek at his keynote for PRNews’ upcoming Measurement Conference.
Ahead for Measurement: Data Manipulation, AI, Measuring PR’s Ability to Grow the Business
April 1st, 2019 by Seth ArensteinFor years, PR measurement suffered as the forgotten stepchild of communications. It’s a bit different now, measurement advocates say. In anticipation of PRNEWS’ Measurement Conference later this month, we asked several people scheduled to speak at the Conference about C-suite expectations of measurement and what they see ahead for measurement.
Takeaways from the Measurement Roundtable, Crisis Tips and a Different Look at SEO
April 1st, 2019 by Seth ArensteinIn each edition of PRNEWS we highlight takeaways from select articles as well as important notes for subscribers and additions to the PR News Subscriber Resources Center. This month we have takeaways from several articles and a reminder to PRNEWS subscribers to take advantage of the 33 percent discount on all PRNEWS events and webinars.
Social and Digital KPIs to Prove PR Value to the C-Suite
March 26th, 2019 by Melissa HoffmannMost measurement initiatives proceed in three stages. First, you need to define your business goals, then you need to determine the key performance indicators that align with them. And then comes perhaps the most important, and difficult, part: Communicating the outcomes to senior leaders in language they understand and tied to the goals they are prioritizing. Here are some sample KPIs linked to three business goals popular with the C-suite.
The Importance of Adding Context to Share of Voice
March 21st, 2019 by Seth ArensteinBy most accounts, PR is making progress on its measurement journey. Unfortunately, many PR teams focus solely on counting impressions to assess the effectiveness of earned media. PR data science company AirPR argues more context is necessary to form a truer picture of Share of Voice and how it contributes to business goals. Today it’s releasing a product to facilitate adding that context.
Measurement Lesson of the Day: Don’t Be Afraid of Data
March 3rd, 2019 by Seth ArensteinAdmit it, PR measurement has a PR problem. It’s particularly bad because some communicators resist working with data. Yet communications’ reliance on data is growing. The good news is data expert John Glinski says communicators need not be data experts to garner answers with data to important questions.