Measurement

Data Point: Plane Crisis Cracks Southwest’s Social Media Armor

April 11th, 2011 by

Data from PeopleBrowsr (exclusive to PR News) shows that although there was a jump in negative social media comments about Southwest Airlines in the wake of its plane’s fuselage crack, most comments by far were neutral.

Crisis Comms Online: Keep Pushing And Please Don’t Feed the Trolls

April 4th, 2011 by

Don’t wait until a nasty online post takes a bite out of your brand. Be proactive by creating and posting compelling content on varying domain names that will overwhelm the negative and accentuate the positive.

Case Study: Beverage Trade Organization Brings in Big Partners, Rallies Soft Drink Rivals in Sweeping School Drink Effort

March 28th, 2011 by

Looking to deflect criticism that it’s member companies were contributing to child obesity, the American Beverage Association launched a massive initiative that reduced calories in drinks shipped to schools by nearly 90%.

Media Mix-ology: Start With Science And Add a Splash of Intuition

March 21st, 2011 by

Coming up with the right media mix gets complicated when you add in digital/social media. However, some process and a bit of gut feel go a long way in making the perfect media concoction.

Cyber Watch: So Far, Rising Gas Prices Fuel Little Concern Among Netizens

March 14th, 2011 by

The amount of online chatter about gas prices has remained consistent despite the political protests in the Middle East, according to WiseWindow data exclusive to PR News.

Case Study: PR Preparation Drives NFL Rookie Weekend Video Antics, Capped by a Viral Effort That Scores a Touchdown

March 14th, 2011 by

When Seattle Seahawks rookie Golden Tate did his best imitation of singer Taylor Swift for the camera, it was a cause for celebration for trading card company Panini America.

Case Study: Twitter Connects Navy Sailors, Families and Fans—Proving There’s a Place for the Platform in the Military

March 7th, 2011 by

The normally conservative U.S. Navy took a chance when it incorporated Twitter into its communications mix, but by being authentic, @NavyNews proved to be a successful communications outlet.

Setting PR Objectives: Forget About Complexities and Dive Right In

March 7th, 2011 by

Formulating clear, concise PR objectives may sound easy, but there are stakeholder, research and measurement barriers to navigate along the way.

Packed House in D.C. Proves Metrics Are Top of Mind Among PR Pros

March 2nd, 2011 by

Social media ROI and proving PR’s value to the C-suite were hot topics of discussion at the PR News PR Measurement Conference, held at the National Press Club in Washington, D.C..

PR News Survey: How Do You Define ‘Influencer’?

March 2nd, 2011 by

Given the importance of identifying and measuring influencers, PR News asked communicators to provide their own definition of the term. We present the top 10 answers, plus some honorable mentions.