New Methods Emerge to Link Earned Media with Business Outcomes

[Editor’s Note:This column is part I of a two-part series. Part II will appear in next month’s PRNEWS.]


Mark Weiner, Chair, IPR Commission on Measurement and Evaluation, Chief Insights Officer, Cision, Inc.

Every organization has an objective. Whether it is profitability, growth, sustainability or a mix of objectives. Enterprises must overcome the hurdle of integrating disparate business units so executives can understand how each department relates to each other. From there they can assess what’s working, what’s not and what should be done about it (and when).

Companies overcome this challenge by translating the unique languages of communications, finance, marketing, sales, production etc into a common tongue: data. It’s the basis of business and boardroom decision-making.


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