Measurement

The key to helping news-minded PR pros communicate effectively with quant-minded marketers and business execs is not to develop a one-size fits all über metric, but to coordinate on a common set of communications goals and measure what matters.

Brands must target Millennials where they live and get their news and align with their influencers. They also must tread lightly, however.

The Pinterest analytics space is largely uncharted. Let’s take a look at 9 tools you can use to see how your strategy on the social platform is working.

It is easier than ever to collect data about how your online communication is working. It seems that most organizations are sticking with the easy stuff, however. What happens after someone likes your brand or shows up on your webpage? Even if they “engage” with your brand on social media, where does that lead?

Jamie DePeau, CMO of Lincoln Financial Group, in partnership with colleagues, has played a significant role in helping to dismantle the company’s silos.

It’s another sign for communicators that if they want to extend their reach—and spike their brand’s Google rankings—they’re going to have to add more visual storytelling to their messaging.

I make sure our PR outreach/content is always educational, sincere, and practical.

As a baseline, PR executives must understand the buyer persona: What kind of content does your prospect require at each stage of the buying cycle?

As PR interacts more with stakeholders directly, it is increasingly providing support and information and encouraging them to act. When a stakeholder’s experience is positive, chances are that he or she will be hooked and more committed to getting involved with the organization.

Christopher Penn of SHIFT Communications shares some thoughts on Google for communicators, where Google can improve and how a lesson from Ninjutsu can help drive experimentation.