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PR and marketing execs increasingly are being asked to demonstrate the ROI of their activities. Yet with such disparate metrics, the challenge of providing a holistic view of PR is more complex than ever, even with the vast number of tools now available to the profession.

More than ever, B2B communicators realize the value of using proprietary research to build content and narratives that strengthen brand reputation, promote thought leadership and enhance the visibility of important messages. To successfully deliver on communication objectives, maximize media exposure and engage targeted stakeholders, we’ve found a few best practices for B2B communication leaders.

Effective PR measurement can often be an elusive goal. The dual truths—that PR should contribute measurably to the business and yet lacks the confidence and often the resources to measure its effectiveness—make clarity of the PR function an elusive goal for many organizations.

A PR News survey which questioned 125 PR and marketing executives found that, when it comes to PR measurement and analytics, there remains a significant gap between rhetoric and reality.

Depending on your perspective, the Barcelona Principles are either a total flop, because 66 percent of PR professionals haven’t a clue what they are—according to a 2014 PR News survey of 145 PR pros—or a huge success since 26 percent of senior professionals are using them.

Those who have been working for years on developing standard practices for PR measurement have long advocated that communicators need to put first the business outcomes that matter most to senior leaders and clients.

“One of the most challenging aspects of working in PR is building relationships with reporters,” says author Tania Luna, who will be the keynote presenter on day two of PR News’ Digital PR Conference in Miami. “Luckily, things get a lot easier when you have the science of surprise on your side.”

To stand out on YouTube, stop thinking of it as a video repository. Start thinking like the people who make their living from YouTube. This means finding an approach to producing video content on a regular basis, designing video to take advantage of YouTube features and building subscribers.

Google has prepared a response to antitrust charges from the EU, and it may hold some key lessons for communicators who want to keep employees in the loop while grappling with difficult cases.

Porter Novelli, brought in to contain the damage in Indiana after the Religious Freedom Restoration Act controversy, has its work cut out.