When we think of “brand security,” we often think in terms of information technology, software and solutions that are done by “somebody else.” This thinking is actually incorrect. In fact, it is incumbent upon communicators to learn how to improve the security of their brand.
In order to tie PR to sales, we need to understand the processes by which PR’s outcome (audiences) becomes part of the sales process.
Although there has been a lot of talk about the adoption of the Barcelona Principles in the public relations community over the past few years, there has been very little detail reported about the voluntary standards that the industry is adopting to put these principles into action.
With big data comes bad data, and most tools leave it up to you the communicator to figure out what’s good data and what’s bad data.
If you are not an expert yourself, it’s recommended that you align with strategic partners, firms and/or resources that specialize in PR measurement.
It’s an occupational hazard for communicators: It takes years to cultivate a solid reputation, but it could vanish virtually overnight with one boneheaded move by the company. One way to mitigate that possibility may be for PR pros to rethink (and reconfigure) reputation management.
Many early adopters realize that data itself is not particularly valuable without the expertise required to interpret the information, and to identify and select from a variety of scenarios to achieve the optimal outcome.