Archive:

We asked a few PR measurement experts for tips on making the switch to Google Analytics 4. While GA4 is for everyone, they’ve based their advice on what communicators need to know.

In this wide-ranging Q&A, we talked with Hotwire CEO Heather Craft about the resiliency of tech communicators, the ever-increasing importance of measurement for PR professionals and the power of insights communicators can bring to the table.

We are in uncertain times as recession loom, as does Covid, yet demand for thoughtful communication is rising. Our author is optimistic. Now’s the time for providing expertise on DEI and expanding capabilities of your business and employees, she argues.

Part of what PR pros do is look ahead, providing insight about the future for those they counsel. Accordingly, we offer more 2023 predictions as the year draws to a close.

It’s imperative that PR be part of integrated marketing. Making that happen requires that PR focus more on measurement, technology and critical thinking, writes Anna Ruth Williams.

Capital One communicator Kara Taylor shares her measurement plan. It includes quarterly reviews and rates and percentages over raw numbers.

Common wisdom says PR pros must choose humans or machines when conducting media content analysis. The common wisdom is wrong.

Whatever your situation, consistently learning the ins and outs of data and applying them to your work can be tricky. As measurement gradually becomes a larger part of PR, there is a whole slew of terminology you may be expected to know, and it may rightfully feel intimidating. Here are three data terms you need to know and how they apply to the communications field.

As the year ends and numerous recaps of trends are discussed, a rise in the esteem of and necessity for communications measurement may be under-appreciated. A new survey from PR News and PublicRelay, a media monitoring and analytics firm, provides evidence. An overwhelming majority of communicators say upper management is asking for more data-backed decisions, the survey says.