Topics

In this 4th installment of a series on measurement from Intrado Digital Media, we examine why communicators measure and how to discover the best metrics to find ROI at your company.

A decade ago there were fewer than one billion social network users. Last month, that number was 5.2 billion. And their expectations and the number of platforms they use are rising. One expectation is that they can shop instantly from any piece of content. Hence, the rise of shoppable posts, blending e-commerce and content. PR has a large role to play in this trend.

In our January 2020 edition, this column began its celebration of Black History Month with a remembrance of Joseph Varney Baker (1908-1993), who is believed to be the first black man to own a PR firm. This month’s edition remembers the first African-American woman to own a PR firm in the U.S.

With the start of the year, social media platforms released features that should help communicators with planning for these tools. In addition, Facebook offered users a tool that allows them to see and delete data other companies have collected based on interactions with those brands. It’s far from certain how many users will use the tool.

In observance of Black History Month, we asked Black PR Society president Neil Foote to offer tips communicators can enact right away to promote diversity. Foote argues diversity won’t come to you. PR pros must get out of the office and travel to find diverse employees and recruit them.

On first glance you might not think diversity and inclusion has anything to do with crisis communications. In fact, it has everything to do with it, argues Esther-Mireya Tejeda, SVP, head, corporate communications & PR at Entercom.

PR pros recognize the advantages of data-informed communication: most subscribe to a platform and they have more data available to them than ever. Today the goal is actionable insights for better business decision-making. IPR Measurement Commission member Mark Weiner offers 8 ways to find those insights.

To get prepared for PRNEWS’ Crisis and Measurement Summit in Miami later this month, we asked several of the scheduled speakers to provide crisis and measurement tips. Planning was one of the themes their answers had in common.

The hunt for the perfect influencer usually starts with seeking out those social media accounts that can increase reach, raise awareness, build engagement and drive business results (sales, donations, conversions, etc.) for your organization. This means pinpointing the influencers who stand out among billions of users; true digital denizens capable of adjusting to ever-changing social media platform algorithms. It also means attracting the right influencers to your brand, and ensuring they yield a strong return on investment.

The Super Bowl can be a benchmark in a communicator’s career. An experience at the big game can make or break a brand, as well as bring out the best (or worst) in any professional. The hours are long, but the payoffs can be great. So what can we learn from Super Bowl PR veterans on how to handle what seems to be a larger-than-life media event?