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.
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.
In the face of all of the change in the industry, there is a constant: Communications can and should drive impact.
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.
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.
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.
Even the most popular brands are not immune to rapidly changing consumer tastes.
To help navigate the question of the value of hard data, the good people at Captora put together an infographic that includes information on some of the most popular measurements, most effective content types and even which day of the week is best for sharing content on social media (hint: it’s Saturday).
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.