Measurement

Nothing is more crucial in creating awareness and attracting eyeballs to your products or services than great content. Here are three elements needed to successfully create, customize and market content.

Despite all the talk of Facebook and Twitter taking over the digital communications space, corporate execs say that e-mail and Web sites command the best ROI online. Still, PR practitioners are working to realize better returns from social media.

There is probably a PR discipline no more challenging—or more important—than measurement. PR News spoke to a variety of experts to find out what their measurement strategies and priorities are for this year.

While social media and influencer engagement tactics were woven throughout the day at PR News’ How-To Conference, timeless and essential topics like media relations got their due as well.

A study finds that new media users follow fewer than five brands online, which makes it critical that brand communicators effectively get their messages across.

Unfortunately for many PR professionals, practicing PR on a personal level has become a necessity; for others, pushing their own brands is a way to become a PR influencer.

"Social capital" may sound a little highbrow, but the rise of digital PR has caused some interest in the term among communicators. Key questions around it: Can social capital be built, and can it be measured?

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.