Measurement

Onclusive and Shareablee announced a strategic partnership to offer marketing and communication teams solutions for earned, owned and social media insights.

For some in financial services the late-January phenomena of GameStop represented an existential threat. For others, it was a chance to take a position. In response, courageous executives acted. This was not possible without prior planning and consideration.

To succeed in 2021, we recommend “the Landscape Analysis” as the best way to catalog, evaluate and improve your situation. Even if you think you know the answers, the current atmosphere indicates a need to reassess the communication environment.

Data is data, right? Not if it’s dirty. Considering how many businesses have downsized, closed temporarily or shuttered completely, it’s a good bet that a significant number of contacts on your marketing lists are out of date. Ditto employees, some of whom were furloughed, terminated or work from home (do you have their correct address and phone number?). Now’s the time to begin cleaning.

While counterintuitive, broad acceptance of technology to advance productivity and efficiency reveals a greater need for the human elements required to manage tools and think about data they generate.

Each year, the public relations profession celebrates the role of communications research during Measurement Month, an international collective of free educational content organized by AMEC. To recognize the importance of measurement and evaluation in public relations, we assembled a virtual roundtable to explore the latest developments and best practices of the PR Measurati in the US.

It’s great when brands and organizations have purpose. On the other hand, a survey of your target audience might show that this moment calls for garden-variety fun, purpose be damned. Several aviation companies are earning revenue by pushing the experience of flying, not the destination. And one carrier boasts full aircraft though their tires never leave the tarmac.

Our measurement column looks at another route to ROI. This one centers on the value PR brings to the enterprise when it helps maintain reputation in the wake of a crisis. It’s all about market capitalization.

IPR Measurement Commission member Mark Weiner examines how Ford Motor Company’s launch of the Ford Mustang Mach-E generated media coverage, awareness and sales. It’s an exercise that he argues proves PR’s influence on sales can be measured.

PR measurement need not be expensive or difficult. Moreover, with data proliferating in the digital environment, PR needs to measure its effort and demonstrate value. NRPR chief Nicole Rodrigues offers a review of measurement basics.