Measurement

“What’s the real value?” is a question that never goes away and underpins every new business presentation. So what should PR pros do?

In this wide-ranging Q&A, we talked with Hotwire CEO Heather Craft about the resiliency of tech communicators, the ever-increasing importance of measurement for PR professionals and the power of insights communicators can bring to the table.

Our Explainer series looks at S.M.A.R.T. Goals, a framework that provides criteria for more efficient goal-setting and evaluation of results

Part of what PR pros do is look ahead, providing insight about the future for those they counsel. Accordingly, we offer more 2023 predictions as the year draws to a close.

Our Explainer series looks at The Barcelona Principles, a framework from AMEC that helps measure communication’s value.

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

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.

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.

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.