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Formulating clear, concise PR objectives may sound easy, but there are stakeholder, research and measurement barriers to navigate along the way.

Social media ROI and proving PR’s value to the C-suite were hot topics of discussion at the PR News PR Measurement Conference, held at the National Press Club in Washington, D.C..

Given the importance of identifying and measuring influencers, PR News asked communicators to provide their own definition of the term. We present the top 10 answers, plus some honorable mentions.

According to a recent survey, employees do not feel that senior management is empathetic. This perceived communications gap between top execs and employees can take a toll on employee engagement.

Monitoring social media is your first line of defense. Here are some social media red flags that indicate you may have a PR crisis on your hands.

Too often, the objectives of B2B social media programs are expressed using vague terms like “improve” or “expand.” Nearly everything can be measured, and the mere fact that you’re measuring results will make your CFO smile.

PR News Measurement Hall of Fame inductees Frank Ovaitt, Tim Marklein, Donna Coletti, Kathy Collins and Dr. James Grunig discuss the need to do formative research and conceptualization before settling on measurement tactics, and where measurement will be going in 2012 and beyond.

â–¶ Latinos’ Loyalty Rests With Company Commitment: A survey by Garcia Trujillo LLC and Newslink Research finds that more than 66% of Latinos in the U.S. would be more inclined to buy products and services… Continued

More than 66% of Latinos in the U.S. would be more inclined to buy products and services from companies that demonstrate a strong and visible commitment to their communities.

Top brands remain cautious about soliciting audience engagement on Facebook, while smaller companies can’t resist the low cost of marketing on the social network.