Measurement

As data moves to the core of marketing communications, PR execs are playing a pivotal role in making better sense of that data.

Two leading academic researchers weigh in on a scale that can help PR pros anticipate the needs of the public during a crisis, and respond accordingly.

Too often, communicators take the easy way out when it comes to sponsorship evaluation. Here’s how to measure its real worth.

Too often, communicators take the easy way out when it comes to sponsorship evaluation. Here’s how to measure its real worth.

Hosting an Instagram contest is a quick, easy way to generate and share content with—and reward—existing fans and attract new ones.

Hosting an Instagram contest is a quick, easy way to generate and share content with—and reward—existing fans and attract new ones.

Tracking, measuring and understanding your social media efforts can provide extremely valuable information and help you to better execute your social media marketing efforts.

For today’s PR professional, data-analytics skills must go hand-in-hand with non-linear creativity.

For today’s PR professional, data-analytics skills must go hand-in-hand with non-linear creativity.

Measurement shouldn’t be thought of as a performance review—rather a continuous effort to improve program performance.