There is probably a PR discipline no more challenging—or more important—than measurement. PR News spoke to a variety of experts to find out what their measurement strategies and priorities are for this year.
Created in 2010, the Barcelona Principles serve as a basic framework for PR pros looking to develop measurement strategies. Read on for the seven guidelines.
Case Study: Trio Spreads Happiness Virus Globally, While Coca-Cola Brand Awareness Efforts Have a Local Flavor
Coca-Cola refreshed its international brand image with a PR campaign that sent three lovers of the carbonated beverage around the world in one year to visit all 206 countries in which Coke is sold.
In a preview of PR News’ Measurement Conference, Weber Shandwick’s Tim Marklein discusses moving beyond AVEs, better integration of online and offline metrics and the challenge of keeping it simple.
Research prior to or early on in a crisis sets a baseline for the enterprise’s image. Here’s a listing of the benefits.
While social media and influencer engagement tactics were woven throughout the day at PR News’ How-To Conference, timeless and essential topics like media relations got their due as well.
A study finds that new media users follow fewer than five brands online, which makes it critical that brand communicators effectively get their messages across.
Unfortunately for many PR professionals, practicing PR on a personal level has become a necessity; for others, pushing their own brands is a way to become a PR influencer.
"Social capital" may sound a little highbrow, but the rise of digital PR has caused some interest in the term among communicators. Key questions around it: Can social capital be built, and can it be measured?