Marketers and PR pros often become obsessed with tactics to the detriment of strategy. Generative AI is just another tool, reminds our author. The most impactful PR professionals will take advantage of tools to achieve strategic objectives without getting blinded by the latest shiny objects.
Measurement


5 Must-Haves for Your Digital Marketing RFP
August 17th, 2023 by Jill MarriottThe right agency will help you expand your online presence, increase traffic to your website, and ultimately boost your bottom line. When it comes to selecting the right agency, though, the process can be overwhelming. Here’s how you can ensure your business is making the right decision.

Turning Survey Data into Media Coverage
August 2nd, 2023 by Jeffrey HenningBy setting goals, designing and fielding the survey, developing campaign assets, writing the news release and adapting and re-using content, survey data can be leveraged to generate meaningful media attention.

How to Incorporate Corporate Affairs: Q&A With Synchrony EVP, Susan Bishop
August 1st, 2023 by Erika BradburySynchrony recently promoted Sue Bishop to EVP, Chief Corporate Affairs Officer. In this position, she will establish a new Corporate Affairs office, “to address growing opportunities and complex issues shaping today’s global business environment.”

How Data Can Help Inform International PR Campaigns
July 17th, 2023 by Frank AhrensCommunications professionals can use data to craft strategic plans for foreign country clients that surgically apply resources to areas that matter most to them.

The Importance of Research in a Successful Public Affairs Campaign
July 11th, 2023 by Bonnie McLaughlinOur author provides four tips to building a successful public affairs campaign.

What Communicators Need to Know for the Google Analytics 4 Conversion
June 27th, 2023 by Nicole SchumanWe asked a few PR measurement experts for tips on making the switch to Google Analytics 4. While GA4 is for everyone, they’ve based their advice on what communicators need to know.

Why Half of PR Pros Share Metrics They Don’t Understand
June 12th, 2023 by Sarah EvansHalf of the respondents in a new survey admitted to presenting a metric they didn’t understand. Why do so many struggle with understanding the metrics? Our author argues that it’s likely due to a combination of education and technology.

Deeper Data Insights are Key to Demonstrating ROI in PR
May 15th, 2023 by Susan Thomas“What’s the real value?” is a question that never goes away and underpins every new business presentation. So what should PR pros do?

Tech PR Industry Must Work Fast, But Also Be Agile and Proactive
March 20th, 2023 by Erika BradburyIn 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.