Don Stacks, director of the public relations program at the University of Miami’s School of Communication, still likes to correct the thinking that PR can’t be measured.
Allyson Hugley of Weber Shandwick provides eight suggestions for moving media metrics beyond advertising value equivalents, and even media impressions.
Ketchum partner and managing director of global research and analytics unit says data, analytics, statistics and math are becoming a necessity in the PR field.
Study points to the growing demand among companies for data that can drive strategic marketing decisions.
As data moves to the core of marketing communications, PR execs are playing a pivotal role in making better sense of that data.