Measurement

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.

NBC’s PR campaign to permanently replace Brian Williams starts in earnest while the adversarial relationship between PR pros and journalists takes a turn for the worse.

These days, it’s not enough to write killer copy in which the message hits readers where they live. PR pros need to master several disciplines designed to raise their brand profile in a Google search.

The mass of “social data” now available can be an incredible source of information, but now PR/Comms professionals need to learn how to pull insights from this ocean of information.

KPIs are a good start, but don’t be beholden to them. For example, if your KPIs are monthly volume of mentions and share of voice versus competitors, key questions should be: What did people say about our products online? What was said about our competitors?

As C-level managers demand more accountability from their PR departments, communicators increasingly are trying to take their lead from marketing when it comes to measuring activity and demonstrating value. But the arc of media consumption is bending toward PR. If they’re to succeed in the future, both need to work together.

Twitter’s recent upgrade to its analytics platform, Audience Insights, will allow communicators a deeper look into the many facets of audiences on the social network.

In a preview of his Digital PR Conference presentation, Cision’s Brandon Andersen offers tips to help PR pros prove to the C-suite the business value of their work.

B2B companies often get a bad rap for not taking full advantage of their data to create compelling content. But while they may not be as far as along as their consumer counterparts in how… Continued

If you’re like most PR pros, one of your concerns is feeding the content maw virtually 24/7. Perhaps a new report can sharpen your targeting plan. A generational study shows most people consume online content between 8 p.m. and midnight.