Measurement

In the current climate—with technology a major driver in getting your message out to the right audience at the right time—communicators execs need to work closely with their IT counterparts.

In the current economic climate, PR agencies have to make sure that they are able to deliver quality work to their clients—and then some. But even the best agencies are prone to trip up every now and again.

I was in high school when my Home Economics teacher disclosed that Betty Crocker was not a real person but was a device to personalize the brand. For this naive Jewish girl in Baltimore, it… Continued

Twitter Analytics can provide a lot of meaningful data to help you enhance and amplify your personal Twitter brand. But it can also be a little overwhelming, especially if you don’t live and breathe analytics as a full-time job.

PR News inducted four new members of its PR Measurement Hall of Fame at its Measurement Conference April 20 at Washington, D.C.’s National Press Club.

Long the 800-pound gorilla in the room, PR measurement arguably remains the most nettlesome aspect of business communications, influencing how PR will be treated during budget season as well as PR executives’ job security and performance.

Call it “analysis paralysis,” wherein communicators get stuck moving from Point A to Point B. The most common problem for measurement is that PR pros are inundated with metrics. Here are some additional tips on making sure PR measurement doesn’t get the best of you (or your budget).

PR and marketing execs increasingly are being asked to demonstrate the ROI of their activities. Yet with such disparate metrics, the challenge of providing a holistic view of PR is more complex than ever, even with the vast number of tools now available to the profession.

More than ever, B2B communicators realize the value of using proprietary research to build content and narratives that strengthen brand reputation, promote thought leadership and enhance the visibility of important messages. To successfully deliver on communication objectives, maximize media exposure and engage targeted stakeholders, we’ve found a few best practices for B2B communication leaders.

Effective PR measurement can often be an elusive goal. The dual truths—that PR should contribute measurably to the business and yet lacks the confidence and often the resources to measure its effectiveness—make clarity of the PR function an elusive goal for many organizations.