Measurement

Despite numerous calls to use measurement to assess PR’s effectiveness, enhance its reputation and develop strategy, a new study shows more than half of PR professionals devote little or no time to measurement.

Face it, data alone is unable to tell a story. It can’t highlight the most important issues; tell you what to do next or where to focus limited resources. And adding more data won’t help.

PR News and Nasdaq Media Intelligence conducted a joint study this July, surveying more than 370 communications professionals to benchmark the state of PR measurement and get a clearer picture of PR pros’ grasp of analytics and insights.

For some of us, the term “content marketing” is just a highfalutin term for things we’ve been doing for years: writing and producing interesting content and trying to earn the eyeballs and loyalty of our target audiences. For many others, it’s a whole new ball game that you just can’t buy a ticket to.

The lines are blurry. As a communicator you are usually selling something – an idea, a story, an interview to the media, a budget, a campaign. To close on that effort – to get the story, win the account, score a larger budget – is a similar feeling your Marketing counterpart has when her campaign […]

The lines are blurry. As a communicator you are usually selling something – an idea, a story, an interview to the media, a budget, a campaign. To close on that effort – to get the… Continued

We’ve heard more than one communications professional say, partially in jest, that entering PR was a way to to avoid numbers. Yet the digital age has made PR measurement a joking matter no longer. You may be risking career advancement should you continue to shun analytics.

These tips from Krisleigh Hoermann of the American Heart Association, and a presenter at PR News’ Big 4 Social Media Conference, will help you be smarter about the time you’re investing in Twitter on behalf of your organization.

With the popularity of digital gaming, especially with millennials, top brands like Nissan and SAPP are gamifying campaigns, hoping to achieve business goals by raising the fun factor.

There are multiple ways to measure PR success, including website traffic, keyword searches, SEO metrics, call volume and customer retention. One thing is critical: Commit to measuring PR progress from the onset.