The fleeting rush of a major influencer or prospective client responding to a ‘DM’ via Twitter may not be nearly as important for your brand or organization as a kick-ass annual report.
PR pros are in business to advance the cause of their organizations. Their research, measurement and evaluation must meet the needs of the organization and decision-making.
There are certain elements that should be included in all measurement dashboards if you hope to properly collect and analyze data about your communication efforts.
The key to helping news-minded PR pros communicate effectively with quant-minded marketers and business execs is not to develop a one-size fits all über metric, but to coordinate on a common set of communications goals and measure what matters.
Jamie DePeau, CMO of Lincoln Financial Group, in partnership with colleagues, has played a significant role in helping to dismantle the company’s silos.
It’s another sign for communicators that if they want to extend their reach—and spike their brand’s Google rankings—they’re going to have to add more visual storytelling to their messaging.