Measurement

Our contributor argues qualitative consumer research has its limitations, chief among them that consumers don’t think or talk in insights.

PRNEWS held a virtual roundtable with the 2023 Data & Measurement Game-Changers to discuss the value of predictive metrics in media analysis and crisis mitigation; the importance of incorporating a multitude of tools to ascertain sentiment; and resources that communicators can leverage to brush up on their measurement know-how.

Sprout Social takes a look at the influence of influencer marketing; the Institute of Business Ethics examines ethics codes at 24 PR associations; and a recent Harris Poll, in partnership with the Black Economic Alliance, take a look at attitudes relating to diversity in corporate America.

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.