Mainstream to Tweetstream: The Future of Integrated Measurement

Digital communications’ impact on meeting business objectives is more indisputable than ever, but that doesn’t mean executives have abandoned traditional media measures—quite the opposite. In fact, according to a survey of more than 400 communications professionals conducted by PR News and BurrellesLuce, the two most important media categories that help execs attain their goals are print and broadcast (38% and 24%, respectively), with social media coming in fourth at 15% (see complete survey results). “Initially, I was surprised by the ranking of media categories—not that print and broadcast were first and second, but that social media was third, considering that so few respondents said that PR’s role ‘as viewed by top management’ was to build community and manage crisis communications,” says Johna Burke, VP at BurrellesLuce. “But then I realized it reflects the fact that social media is now being used increasingly to advance two other key functions identified in the survey: conveying the organization’s essential story, and helping to generate sales.” Those two functions cited by Burke speak to a central theme in communications, traditional, digital or otherwise: measurement.

Subscribe Now  |  Login

Comments Off

Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.