Measurement

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.

According to the Chief Marketing Officer (CMO) Council’s recent survey, customer analytics are a top priority for marketers in the coming year. The survey drew from 600 senior marketing managers in the Council’s network.

An annual Advertising Age report for 2009 reveals that revenue and jobs are at a 16-year low in the agency sector. Revenue for U.S. marketing-communications agencies—advertising, marketing services, media, health care, and public relations—tumbled 7.5% to $28.4 billion in 2009.

After Businessweek released its list of the most innovative companies, PR News informally checked on how the top 15 match up with their Facebook presence.