Measurement

Here’s how to keep track of your PR efforts without being overtaken by volumes of measurement data or measuring the wrong data completely.

Buckle up. Change in the PR field has been accelerating at a rapid clip in the last several years and 2014 will be no exception. As PR moves closer and closer to the core of strategic marketing, C-level managers increasingly expect PR pros to demonstrate their value and align communications with the organization’s overall goals and objectives, financial and otherwise.

Despite the constant flux in marketing and communications, some if not many of the changes that are being bandied about in the marketplace often take on a Groundhog-Day quality.

An online survey of public relations professionals uncovered insights—both encouraging and worrisome—related to the responsibilities and leadership in the communications profession.

“Did this change behavior?” As data becomes integral to public relations, the question may be the new mantra for marketing communications professionals.

Establishing built-in metrics to measure the performance of a content strategy is key to its success.

Public Relations professionals are under more and more pressure to measure the results of their work. At the same time, the professional media outlets, which have been the mainstay of the third-party credibility model, continue to crumble while digital communication has taken center stage.

There were very few investors who waited to jump on Twitter’s IPO when the social networking platform went public on November 7. In a similar vein more than half (53%) of consumers that reach out to brands on Twitter expect a (very) quick follow up, according to a new study.

My previous two articles set the stage for developing a successful tracking program. We begin by defining objectives and establishing tracking mechanisms to ensure proper data collection.

Hard to believe, but 2014 is just around the corner. Planning is underway, budgets are being set and it seems that marketers will be pivoting their focus next year to meet the demands of the digital consumer.