Measurement

According to a survey of more than 400 communications professionals conducted by PR News and BurrellesLuce, the two most important media categories that help execs attain their goals are print and broadcast (38% and 24%, respectively), with social media coming in fourth at 15%.

Digital communications’ impact on meeting business objectives is more indisputable than ever, but that doesn’t mean executives have abandoned traditional media measures—quite the opposite. A recent survey of PR News and BurrellesLuce measuring goals in integrated marketing programs yielded interesting results.

Few would argue that social media—blogs, microblogs, social networking sites, video- and image-sharing sites, online forums, opinion sites, knowledge/expert networks and more—have become critically important in the shaping of corporate or brand reputation.

Why measuring your company’s ROI should go beyond sales and profits.

A new survey reveals how PR professionals are "measuring up" (no pun intended) when it comes to leveraging metrics to track ROI.

PR measurement is an issue for both the big and the small. Many organizations can benefit from public relations and not all of them are huge corporations with massive budgets. Those with more modest budgets can gain a lot from the value and cost-efficiency of PR, but measurement is one area where small to midsize clients are not getting as much as they could out of their PR efforts.

What follows are 10 surefire ways to help you measure the right activities and then translate your results—so that everyone gets the message. 1. Go ahead and jump in—before you get pushed. If you’re sitting… Continued

For communications executives, it seems there could never be enough how-to articles, best-practices lists or strategic roadmaps about ways in which they can prove their worth to senior management (and clients, for that matter), and… Continued

Recent research studies and industry reports haven’t had much good news to report regarding reputation and trust in business. Here is a quick glimpse of some damning stats: • The 2009 Edelman Trust Barometer revealed… Continued

Each year, the annual Edelman Trust Barometer takes the pulse of informed publics’ confidence in public and private institutions worldwide. In January 2009, the research revealed the lowest trust levels in its 10-year history—likely a… Continued