Measurement


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Metrics Still Operate in a Vacuum

It is easier than ever to collect data about how your online communication is working. It seems that most organizations are sticking with the easy stuff, however. What happens after someone likes your brand or shows up on your webpage? Even if they “engage” with your brand on social media, where does that lead? | MORE »

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Job One: A Solid Foundation

Jamie DePeau, CMO of Lincoln Financial Group, in partnership with colleagues, has played a significant role in helping to dismantle the company’s silos. | MORE »

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Google Boosts Visual Storytelling, Adds Illustrations to Search

It’s another sign for communicators that if they want to extend their reach—and spike their brand’s Google rankings—they’re going to have to add more visual storytelling to their messaging. | MORE »

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Inserting ‘Behavior Design’ into Your PR Effort

As PR interacts more with stakeholders directly, it is increasingly providing support and information and encouraging them to act. When a stakeholder’s experience is positive, chances are that he or she will be hooked and more committed to getting involved with the organization. | MORE »

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Act Like a Journalist

I make sure our PR outreach/content is always educational, sincere, and practical.  | MORE »

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Tailor Content to Points in the Buying Process

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? | MORE »

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Google for Communicators: A Q&A With Christopher Penn

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. | MORE »

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6 Tips to Prove the Value of Public Relations in 2015

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. | MORE »

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Carry a Big (Yard)stick

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.  | MORE »

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6 Steps to Tie Social Media to Business Outcomes

Senior leaders and clients want to see a return on their public relations investments. This is particularly true with their social media spending, as its remains difficult to quantify exactly how an engaging social presence benefits the bottom line. | MORE »

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