Measurement

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Capital One Communicator Details Company’s Measurement Approach

August 8th, 2022 by

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

You Need the Chicken and the Egg: Quelling Illusions of Content Analysis

August 2nd, 2022 by

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

With Recession Ahead, PR Diners Focus on Showing Value Daily

July 6th, 2022 by

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

Fear Not, AI Can Help Prove PR Results & ROI

June 30th, 2022 by

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

Measurement Myths that Hamper Public Relations

April 27th, 2022 by

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.

A Bank CCO Who Mixes Internal Communication and Measurement

April 20th, 2022 by

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.

The Four Stalwarts of Communication Analytics

January 27th, 2022 by

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.

How to Exit PR Limbo at the Start of the Year

January 3rd, 2022 by

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.

Seven Questions to Ask as You Plan for the New Year

December 1st, 2021 by

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.

40% of PR Pros are Measuring More Post-COVID, Yet 70% Still Battle Measurement Roadblocks

November 1st, 2021 by

In some ways, this year’s global observance of Communication Measurement Month should be a bigger celebration than normal. After all, considering the nearly two-year-old pandemic, any excuse for celebration is welcome. On the other hand, there are reasons not to celebrate. We surveyed the industry to find out their sentiments.