Measurement

Here’s a solid process that allows you to move beyond measuring outputs to truly demonstrating business ROI.

With marketers planning to go on a Big Data spending spree in 2013. PR execs should leverage its own version of Big Data–social media metrics.

Allyson Hugley of Weber Shandwick provides eight suggestions for moving media metrics beyond advertising value equivalents, and even media impressions.

And as 2013 kicks into high gear, measuring the effectiveness of media relations has never been so daunting—yet exciting—to PR pros.

Ketchum partner and managing director of global research and analytics unit says data, analytics, statistics and math are becoming a necessity in the PR field.

Study points to the growing demand among companies for data that can drive strategic marketing decisions.

As data moves to the core of marketing communications, PR execs are playing a pivotal role in making better sense of that data.

Two leading academic researchers weigh in on a scale that can help PR pros anticipate the needs of the public during a crisis, and respond accordingly.

Too often, communicators take the easy way out when it comes to sponsorship evaluation. Here’s how to measure its real worth.

Too often, communicators take the easy way out when it comes to sponsorship evaluation. Here’s how to measure its real worth.