Measurement

The advent of social media was a game changer for marketers and PR practitioners to build narratives, promote products, enhance brand reputation and increase sales. However, there are challenges beyond the control of marketing and PR practitioners and entirely under the control of social networks. One of these challenges is the social media algorithm and its changes over time. These algorithms impact the effectiveness of content, and any change in them can stagnate the impact of PR and brand campaigns. Here’s how PR pros can shift with the algorithm changes and stay ahead of the game.

Hahn’s Earned Lift Model approach to measurement calculates the expected business impact of a brand’s media mentions by examining earned media hits and observable changes in customer behaviors. Here’s how the method could matter to business’ bottom line ROI.

PRNEWS’ final Digital Learning Series event, on Measurement and Data for PR, took place August 14. We caught up with panelist and measurement expert Katie Paine, CEO of Paine Publishing, to discuss the latest challenges, tactics and tools for measuring and evaluating reputation.

As AI revolutionizes PR, it offers untapped potential to streamline difficult duties such as media monitoring.

This new media relations measurement initiative from Orlando Health, in conjunction with MediaSource and Mastercard as a measurement partner, is debunking the myth that media relations campaigns can’t be tied to business growth.

As a preview of our upcoming measurement event, we spoke with expert panelist Angela Dwyer, Head of Insights at FullIntel and Director of the Institute for Public Relations Measurement Commission, about some of the ideas being discussed in the PR measurement space today.

Truly turning data into actionable insights for PR requires much more than just paying lip service to buzzwords. It demands creativity, strategic thinking and a willingness to carefully examine results.

As the industry grapples with identifying and communicating the most effective metrics for demonstrating PR’s impact—which is increasingly tied to driving business outcomes—PR measurement remains in a state of flux. PRNEWS spoke with Carolina Calkins, Principal at Intelligent Relations, to discuss earned media metrics and the influence of AI on measurement.

PR and comms are almost never about a single point in the funnel. That’s where a set of customized KPIs come into play. Our author looks at how to develop them, emphasizing that the key is to align them with business marketing goals.

An IPR webinar on March 6, featuring communications and business executives from Merck, healthcare agency Real Chemistry and reputation intelligence platform Maha Global, explored how corporate brand and reputation drives business outcomes. The conversation covered the challenges of measuring that reputation, tools, key KPIs and emerging issues in reputation management.