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A comprehensive measurement plan should consist of three parts—gauging the audience’s reactions to a brand before, during and after a campaign.
With all the talk about how companies act during a particular crisis, what happens after the fact? Companies post-crisis should review their actions and measure their impact to discover valuable lessons.
When communications professionals understand how to think about their own research needs and specify useful parameters, they’re far more likely to get real value for their research dollars. Here are tips for creating an effective RFP.
If done correctly, brands can use active listening online to identify relevant audiences and understand the best approaches to reach them.
Case Study: FEMA’s Flood Insurance Program Awareness Campaign Keeps Agents Connected and Customers Covered
To counter the public’s belief that flood insurance was largely unneccessary, the Federal Emergency Management Agency and Ogilvy PR created the FloodSmart campaign, designed to communicate flood risk and insurance options.
While a set definition of "engagement" continues to elude the experts, some organizations are getting a handle on often complex engagement processes and metrics.
Not just a practice for PR execs, reputation management has now become a defining feature of online life for many individual Internet users, especially young adults.
According to the 2010 Shared Responsibility Study from communications agency Cone, a majority of consumers want to be engaged in how a company conducts its business.
Tracking the competition isn’t just useful as a standalone benchmark metric—it’s critical in the creation of an effective PR plan.