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.
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.