Measurement


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Measurements Tenets to Live By: The Barcelona Principles

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. | MORE »

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Charting the Industry: Orgs Wrestle With Social Media ROI

Despite all the talk of Facebook and Twitter taking over the digital communications space, corporate execs say that e-mail and Web sites command the best ROI online. Still, PR practitioners are working to realize better returns from social media. | MORE »

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PR Measurement in 2011: Show the Science, But Trust Your Instincts

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. | MORE »

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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. | MORE »

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PR News Q&A: Tim Marklein Takes Measure of the Changes Coming to PR Measurement in 2011

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. | MORE »

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In a Crisis? Opinion Research Can Answer Key Questions

Research prior to or early on in a crisis sets a baseline for the enterprise’s image. Here’s a listing of the benefits. | MORE »

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Rules of the Road for Modern PR Practitioners Covered at PR News’ How-To Conference

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. | MORE »

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Avoid the Firehose When Engaging Online

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. | MORE »

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Passion and Credible Information Fuel Personal PR/Branding Power

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. | MORE »

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Belonging Big in Building Social Capital, But Is It Enough?

"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? | MORE »

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