Measurement

The past year has revealed a consistent pattern while working alongside communications and marketing teams at major organizations implementing AI tools: the standard metrics just don’t capture what’s really happening.

Muck Rack’s 2024 State of PR Measurement report revealed a crisis of confidence in the metrics tracked by PR professionals. Yet most understand that demonstrating the value of their work requires adequate measurement and accurate data to support it. PRNEWS spoke with Johna Burke, CEO and Global Managing Director at the International Association for Measurement and Evaluation of Communication (AMEC), to assess the state of PR measurement.

Recent findings from Hotwire Global’s Data Maturity Survey of PR and communications executives responses reveal that while there is strong data adoption in the industry, there is still a gap between what teams are doing and what they could be achieving.

Brands, organizations and public figures should take steps now to ensure they’re ready for the possibility of a TikTok ban to protect their creator relationships and brand visibility.

By harnessing data-driven insights for media relations, PR professionals can refine communication strategies, enhance outreach efforts and even strengthen relationships with the right media outlets.

Behind every measurable win lies crucial but hard-to-quantify skills. When a PR pro prevents a scandal or lands the perfect story, it’s not just luck. It’s relationships, judgment and deep human understanding developed over years.

This week’s PR Roundup features an analysis of Jason Kelce’s crisis response, advice on how brands should respond to the X blocking lift and a link to the latest Muck Rack State of PR Measurement report.

Muck Rack’s State of PR Measurement revealed communicators’ conflicted relationship with measurement itself. 89 percent of survey respondents said demonstrating the impact of their work is the main purpose of measurement. However, half of those surveyed said they are only “somewhat confident” in the metrics they typically report to stakeholders. 

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.