Measurement


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Wrestling With Corporate Storytelling

Developing your core message is an essential exercise. It gets everyone, internally and externally, on the same page in terms of explaining your brand’s attributes and differentiators.

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How to Boost Budget for PR Measurement

For years, the measurement experts, including me, have told you to spend 10 percent of your communication budget figuring out whether the other 90 percent is working. But that doesn’t really tell you how to allocate that 10 percent, nor does it cover all the scenarios.

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4 Tips for Successfully Measuring Your PR Campaign

Any PR pro knows that what matters most to the C-suite isn’t the amount of media coverage but the actual value it represents—or ROI. But there is no standard measurement tool or piece of software that magically calculates it.

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7 Questions to Ask When Developing a PR Measurement Program

The value of a PR program can really only be proven through measurement. Here are some key questions you should ask before setting out on a measurement program.

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Impact, Insight Form the Basis of ROI

In the face of all of the change in the industry, there is a constant: Communications can and should drive impact.

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Social Media: Companies Wade Into the Talent Pool

Companies of all stripes are scrambling to recruit, hire and retain social media talent. That encompasses people well versed in content creation, SEO, design, video and several other disciplines that are not in the traditional PR mold.

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Sweet 16: Top Tips From PR News’ Measurement Week Twitter Chat

PR News led a finger-cramping Twitter chat with some of its PR Measurement Hall of Famers as part of Measurement Week. Here are some of the best takeaways.

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6 Key Metrics to Track on Your Measurement Dashboard

A solid digital dashboard can save you from being inundated by useless data and allow you to determine whether your social media activity is making an impact.

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It’s Time for PR to Cross the Chasm

PR’s failure to demonstrate the associations between what we do and business value creation has perpetuated a vacuum of credibility with the C-suite. Today, with the advent of Big Data and business analytics, fewer and fewer CEOs and CFOs are willing to cut our profession any slack.

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The Fickle Consumer

Even the most popular brands are not immune to rapidly changing consumer tastes.

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