Measurement

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.

Despite the heavy emphasis on real-time solutions, there are some cases when even the near-past is too old. Knowing what happened will always be valuable as it helps to inform current thinking, but it isn’t the complete picture for effective diagnostics and decision-making. Here, we discuss the four stalwarts of communications research and analysis: Descriptive, Diagnostic, Predictive and Prescriptive.

In popular language, limbo is an indeterminate place where one awaits a decision. It’s pleasant enough but devoid of bliss or pain. I don’t fully understand the religious form of limbo, but I’m very familiar with the PR version: It’s where measurement deniers go after a year-end performance evaluation that’s ambiguous, unfulfilling and offers no guidance. And yet, most communicators choose limbo over measurement.

It may be too late to change 2021 results, but you can approach New Year planning by asking executives, team members and yourself some important questions, according to columnist Mark Weiner.