As a baseline, PR executives must understand the buyer persona: What kind of content does your prospect require at each stage of the buying cycle?
Christopher Penn of SHIFT Communications shares some thoughts on Google for communicators, where Google can improve and how a lesson from Ninjutsu can help drive experimentation.
As we know, communicating PR’s value remains among the profession’s most daunting challenges. Yet if PR pros commit to doing what’s required with prescience, insight and determination, your daily actions will yield better and proveable results for the brand or organization you are representing.
Whether it’s how to build a dedicated measurement system or track your media coverage, the underlying priniciple for all measurement is demonstrating that PR performance is aligned with the company’s financial objectives.