Measurement

The authors argue consumers’ spiritual beliefs can help predict behavior. As such, we should add it to traditional demographics and psychographics.

As was the case in 2021, our annual Measurement Month survey found reasons for optimism about measurement and data use in PR. Yet issues persist as measurement barriers block a full-on celebration.

In addition to this column, which is only one of many essays PRNEWS devotes to PR analytics and advisory themes, additional options exist for those readers eager to learn more.

It’s imperative that PR be part of integrated marketing. Making that happen requires that PR focus more on measurement, technology and critical thinking, writes Anna Ruth Williams.

Capital One communicator Kara Taylor shares her measurement plan. It includes quarterly reviews and rates and percentages over raw numbers.

Common wisdom says PR pros must choose humans or machines when conducting media content analysis. The common wisdom is wrong.

With a recession possible, PR, like many sectors, is concerned. A dinner of in-house communicators says showing value through data is key.

Some PR pros may fear or resist artificial intelligence (AI). They view it as a threat, worrying it could replace humans with robots. But that’s hardly realistic. PR primarily is about relationship building, with those… Continued

In PR we contend with many myths that continue to endure despite advances in the profession. Some of the most enduring relate to the science of PR. In this column, we will expose some PR conventions as myths, while explaining why they’re myths and sharing supportive details about the true state of the profession.

During this interview, we asked Laura Burke, the CCO of Santander Bank US, about her priorities, keeping the human touch in messaging, measuring reputation and crisis communication.