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Effective PR measurement can often be an elusive goal. The dual truths—that PR should contribute measurably to the business and yet lacks the confidence and often the resources to measure its effectiveness—make clarity of the PR function an elusive goal for many organizations.

A PR News survey which questioned 125 PR and marketing executives found that, when it comes to PR measurement and analytics, there remains a significant gap between rhetoric and reality.

Depending on your perspective, the Barcelona Principles are either a total flop, because 66 percent of PR professionals haven’t a clue what they are—according to a 2014 PR News survey of 145 PR pros—or a huge success since 26 percent of senior professionals are using them.

Long the 800-pound gorilla in the room, PR measurement arguably remains the most nettlesome aspect of business communications, influencing how PR will be treated during budget season as well as PR executives’ job security and performance.

Call it “analysis paralysis,” wherein communicators get stuck moving from Point A to Point B. The most common problem for measurement is that PR pros are inundated with metrics. Here are some additional tips on making sure PR measurement doesn’t get the best of you (or your budget).

PR and marketing execs increasingly are being asked to demonstrate the ROI of their activities. Yet with such disparate metrics, the challenge of providing a holistic view of PR is more complex than ever, even with the vast number of tools now available to the profession.

More than ever, B2B communicators realize the value of using proprietary research to build content and narratives that strengthen brand reputation, promote thought leadership and enhance the visibility of important messages. To successfully deliver on communication objectives, maximize media exposure and engage targeted stakeholders, we’ve found a few best practices for B2B communication leaders.

When it comes to marketing and public relations, brands are using visual elements more than ever to connect with niche audiences.

For news releases and other public relations materials, maybe the goal isn’t for your CEO’s quotes to end up in Bartlett’s but to make some of the clips in tomorrow’s news roundup.

Hostess Cupcakes plays ball and Land Bryant thumbs its nose at Victoria’s Secret.