Digital & Technology

The Counselors Academy spring meeting, held last week in Key West, Fla., hit on all the major issues impacting business communications. But two themes resonated throughout the program: measurement and brand impact.

According to the FTC complaint, Snapchat’s marketing—centrally based on the idea that users’ messages “disappear forever” after the recipient opens them—was misleading.

With potential upticks in both the frequency and severity of future hacks on the horizon, every brand needs to operate as if it’s next on hackers’ hit lists.

By offering these new metrics which are tied to highly-accurate Facebook accounts, communicators and page owners can look forward to more precise video statistics, and Facebook can look forward to cutting a bit into YouTube’s video hosting dominance.

With so-called “responsive design” now making it easier for brands and organization to optimize their mobile platforms, the conversation has started to shift to how to create a mobile layout that will engage audiences and keep them coming back. That presents both challenges and opportunities for communicators of all stripes.

As more and more of the major media outlets adopt a digital-first model, their Twitter accounts (and related keywords) present communicators with another PR vehicle to extend their reach.

To run highly effective communications campaigns, our silos need to collapse and we need to embrace all three pillars of P/E/O.

Asked what’s been the most effective social media channel, 50% of respondents said Facebook, with Twitter trailing far behind (27%).

Knowing these common reasons why your email pitches are getting blocked by spam filters might help you recover your belief in your ability to control your fate—and give your pitches a fighting chance.

Placing limits on how data is used is certainly not going to make it go away. PR professionals still need to learn how to harness the power of Big Data.