Measurement

A new PR News/BurrellesLuce social media management and measurement survey also finds that metrics for social networks are lacking.

A comprehensive measurement plan should consist of three parts—gauging the audience’s reactions to a brand before, during and after a campaign.

With all the talk about how companies act during a particular crisis, what happens after the fact? Companies post-crisis should review their actions and measure their impact to discover valuable lessons.

When communications professionals understand how to think about their own research needs and specify useful parameters, they’re far more likely to get real value for their research dollars. Here are tips for creating an effective RFP.

If done correctly, brands can use active listening online to identify relevant audiences and understand the best approaches to reach them.

While a set definition of "engagement" continues to elude the experts, some organizations are getting a handle on often complex engagement processes and metrics.

Not just a practice for PR execs, reputation management has now become a defining feature of online life for many individual Internet users, especially young adults.

Tracking the competition isn’t just useful as a standalone benchmark metric—it’s critical in the creation of an effective PR plan.

PR News and Mike Smith Public Affairs surveyed nearly 400 public affairs executives, finding that the ability to measure efforts and keeping up with social media and emerging technologies are their biggest challenges.

PR News tracks the Twitter presence of the top-earning Fortune 50 companies.