Measurement

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.

The 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.

By 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.

Synchrony 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.”

Communications professionals can use data to craft strategic plans for foreign country clients that surgically apply resources to areas that matter most to them.

Our author provides four tips to building a successful public affairs campaign.

We 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.

Half 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. 

“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.