Measurement

The associate director of APCO Worldwide’s Paris office uses the example of the travel industry to show how PR pros can use technology to create a model about what business may look like after the pandemic.

A PR and marketing maxim holds that you can never know too much about members of your audience. With so much possibly changing during the pandemic, what PR pros and marketers know about their audiences… Continued

PRNEWS has argued often that collecting data is critical to help communicators understand their audiences. At this moment, when most things are closed or slowed significantly, it seems a new poll or survey is created every minute. This plethora of data is helping communicators get an accurate picture of the new normal.

What happens to measurement and analytics when coronavirus subsides? H+K’s new analytics chief thinks data verification will have increased importance since so much false information is floating around at the moment. He’s also urging his team to laugh and connect with each other on a personal level as they work from home.

The advent of attribution analysis for earned media means that PR practitioners can answer one of the profession’s most elusive PR-ROI questions: How and to what degree does PR generate sales? The question now is what comes next?

Our regular look at data features exclusive figures from Shareablee about the most-active nonprofits for the first months of 2020. Overall, nonprofits enjoyed a slight jump in consumer engagement with their social posts, though engagement was off on Instagram and Twitter.

As measurement of communications becomes more mature, vendors are scrambling to add capabilities to their platforms. We talk to two vendors about this and all things measurement, including the future of measurement and AI’s role in it.

In the debate over the effectiveness of influencer marketing, data from a strong measurement regime can provide solid evidence. Engagement and attribution are key metrics. The path to successful influencer content is found by creating posts that seem tailored to individual consumers, says Everywhere Agency CEO Danica Kombol.

Most indications are that data and analytics are rising in importance in the world of PR and communications. Still there are some communicators who refuse to measure. If you find yourself trapped in a non-measurement culture, how can you change things? Measurement guru Katie Paine argues that testing assumptions via audience surveys is a simple route to take. But first, buy Starbucks, cookies and alcohol.

PR pros recognize the advantages of data-informed communication: most subscribe to a platform and they have more data available to them than ever. Today the goal is actionable insights for better business decision-making. IPR Measurement Commission member Mark Weiner offers 8 ways to find those insights.