Interest in PR measurement, research and evaluation have never been greater, for two main reasons: low-cost SaaS platforms put media analysis within reach of even the smallest organizations; and C-suites demand PR be measured, just like every other part of the enterprise.
Data Hurts: A Better Way to Measure, Analyze and Evaluate PRAugust 1st, 2021 by Mark Weiner
Communication Insight Pros Bring a Variety of Talents, Experiences to PRJuly 1st, 2021 by Mark Weiner
PR data, research and evaluation continue to flourish in agencies, non-profits and corporations large and small. To encourage those considering the field and inform hiring decisions, we spoke with seven corporate members of the Institute for Public Relations Measurement Commission.Each delivers research-based insight and guidance to communication colleagues.
A Conundrum: Don’t Delay Getting a Tool, But a Proper Purchase Takes TimeJune 15th, 2021 by Nicole Schuman
Crisis pros know it’s important to have the right tools in their arsenal. A platform that can monitor traditional and social media is one of them. Having such data before, during and after a crisis can be invaluable to crisis pros.
As 2022 Budget Planning Beckons, Consider PR Tools’ Pros and ConsJune 1st, 2021 by Mark Weiner
With so many software choices and cascades of data, the question changes from ‘Which platform(s) do I buy?’ to ‘How do I manage the tool(s) and interpret the data?’ Communicators eventually find themselves bumping up against the limitations of what technology alone can do. In response, tools are neglected and investment is wasted.
The Six-Step Philosophy Makes PR a Fact-Based, Successful ActivityMay 5th, 2021 by Mark Weiner
For those interested in approaching PR as a research-and-reality-informed process, there is a simple framework: ‘the Public Relations continuum.’ The six-step cycle drives continual improvement, versus objectives and against competitors, to provide opportunities for refinement with every rotation.
How to Gather Consumer Data in an Age of PrivacyApril 16th, 2021 by Roseanne Luth
Companies and communicators require data to gain insight about consumers. In theory, the rise in online shopping during the pandemic should be a boon for data gathering. The reality is more complicated, especially as consumers rebel against ‘data stealing’ and Google, among others, is set to better protect browsing history. Still, there are options to gather data transparently and insights gained have never been more important.
3 Ways Communicators at SaaS Companies Can Make the Case for PRApril 6th, 2021 by Mark Hook
We know that PR can be a powerful tool to complement marketing efforts. However, within some technology companies, teams may downplay the importance of PR–often because they think it’s not as tangibly measurable as other activities.
A Case for Research: ‘Begin Simply and Simply Begin’April 6th, 2021 by Mark Weiner
Research is more accessible now to more professional communicators. What’s more, communication technology platforms are ubiquitous and at many price points…some cost nothing! With free and low-cost technology, the decision to measure, even with a modest budget, is a matter of willingness rather than ability.
The Importance of Benchmarking Media and Why 2021 is DifferentMarch 2nd, 2021 by Mark Weiner
Without the context of comparative analysis, one can pursue what seems like a proper PR plan. Set measurable objectives, develop data-informed strategy and tactics, and evaluate performance…and get everything absolutely wrong.
Onclusive and Shareablee Partner on Earned, Owned and Social DataFebruary 2nd, 2021 by Seth Arenstein
Onclusive and Shareablee announced a strategic partnership to offer marketing and communication teams solutions for earned, owned and social media insights.