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

Get $150 Off PR News' Social Media Summit

Social Media Summit with Taste of Tech 2015Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. “Taste of Tech,” a unique element of the Summit, will feature partners who “get PR” and can help you make your social initiatives more impactful.

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

Get $50 off PR News' Crisis Management Guidebook

PRNews-Crisis-guidebook-180x150-sb

Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

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.