Measurement

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6 Ways to Play Offense Before the C-Suite Questions PR’s Value

July 18th, 2018 by

It is better to play offense than defense. Don’t wait until you and your team are asked to prove your value to the business. Start a measurement program now so that when the inevitable happens and the C-suite wants proof of communication’s contributions to the organization, you’ve already got it in hand.

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PR Isn’t Just Media Relations: Four Steps to a Holistic PR Measurement Plan

July 3rd, 2018 by

Assuming your communications team is already incorporating measurement into your daily operations—and if you’re not, you should definitely start—you must then make sure you’re measuring as much as you possibly can. Many PR pros focus solely on media relations measurement, without taking into consideration all the other aspects of a PR program. This is a mistake. Here we explain the importance of looking at your communications measurement holistically in order to truly prove the value of PR to the bottom line of the business.

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How to Measure Corporate Leaders’ Effectiveness at Boosting Internal Engagement and Experiences

July 1st, 2018 by

Patricia Bayerlein wrote about improving internal communications with an eye to better employee experiences in these pages in April. Today she offers methods and dashboards to measure how well a leader is doing in communicating corporate culture and values to employees.

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How Audubon Society’s Social Marketing Programs Take Flight

June 25th, 2018 by

It’s one thing to have an active social media strategy. It’s quite another to measure its success and adjust accordingly to achieve program objectives. As VP, audience engagement, for Audubon Society, Elizabeth Sorrell has an intimate knowledge of social media measurement trends and will share her expertise at PR News’ upcoming Social Media Summit.

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Don’t Fear Data—Use It to Tell a Brand Story

June 22nd, 2018 by

PR is at the beginning of its journey with measurement and data. With digital metrics so readily accessible, communicators have never been more able to accurately identify how their messages are received, track how brands are viewed in the market and even detect looming crises. Though using data can be intimidating, admits KPMG’s global communications lead Megan Dubrowski, she’s come to an epiphany: Use data to tell a story.

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9 Tips for Measuring Employee Engagement

June 18th, 2018 by

A company that truly values the happiness of its employees is more likely to find success within its industry. After all, a content employee is one who feels her work is appreciated, feels invested in the mission of the organization and is less likely to search for another job elsewhere. So, it would behoove any and all brands to create a strategy to maintain or increase employee engagement and retention. And like any good strategy, it should rely on key metrics and analysis. Here are some best practices for measuring your employee engagement program to ensure it is efficient and effective.

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An 8-Step Guide to Using Google Analytics for Communications

June 12th, 2018 by

As a reporting powerhouse, Google Analytics has the potential to help communications professionals make more strategic decisions. But too often, web analytics aren’t owned by the communicators who make decisions about content and messaging strategy at their organizations. Here is an eight-step guide to help you develop your Google Analytics strategy for communications.

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How Boeing and General Motors Emphasize Data Company-Wide

June 6th, 2018 by

Though it’s extremely important for individual communicators to take steps to become proficient with data and analytics, it won’t do much good if the rest of your company isn’t on board. Brands that embrace metrics at all levels of the organization are in the best position for success.

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How to Create a Four-Tiered Funnel That Can Help With Social Storytelling

June 5th, 2018 by

Leave it to Cisco’s charismatic Carmen Collins to serve Southern-style sweet tea while explaining the sales funnel. Well, she doesn’t exactly serve sweet tea, but she describes how tea and the sales funnel have plenty in common. She also provides insight on using data to report your social media story to the C-suite. Drink up.

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Special Report: Cutting Through the Communications Data Wilderness

June 1st, 2018 by

PR News editor Seth Arenstein spoke with senior-level communicators at brands to find out how they’re crafting communications efforts that produce data that means something to CEOs and CFOs. Meaningful data and insights for the C-suite—that’s the pot at the end of the rainbow for PR pros.