Measurement

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Considering Audiences’ Spiritual Interests May Help Your Messaging

November 9th, 2022 by

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

43% of PR Pros Measuring More in Shaky Economy, Yet 69% Battle Measurement Barriers

November 1st, 2022 by

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.

Resources for Research-Minded Communicators

October 26th, 2022 by

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.

Integrated Marketing Needs PR. And Now!

October 3rd, 2022 by

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 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.