As PR News' Diane Schwartz wrote in a blog post recently, the only way PR pros can make sure that their work remains relevant in a business context is to make measurement, data and analytics central to everything they do.
"Not only should PR people understand how to measure outcomes, they need to communicate the results to those who matter and take steps to improve initiatives or strategies based on the measurable results," she wrote.
PR News has played a role in advancing communications measurement through its editorial coverage, live events, guidebooks and through its annual induction of measurement's leading lights into its Measurement Hall of Fame.
We've also worked in concert with AMEC (International Association for the Measurement and Evaluation of Communication) on its annual Measurement Week in September, which has been extended to Measurement Month for September 2016. As part of AMEC's September Measurement activities, I'll be moderating a Twitter chat with some of PR News' Measurement Hall of Famers for the third year running.
Enter this date and time into your calendar for the Measurement Twitter Chat: Monday, Sept. 19, 11 a.m. to noon ET.
The hashtag for the Twitter chat: #PRMeasure
Joining us for the 2016 Measurement Twitter Chat will be Linda Rutherford, vice president, chief communications officer, Southwest Airlines (Measurement Hall of Fame class of 2012); Mark Weiner, chief executive officer, PRIME Research LP (Measurement Hall of Fame class of 2013); and Johna Burke, chief marketing officer, BurrellesLuce (Measurement Hall of Fame class of 2015).
We'll see you on Twitter on Sept. 19—come ready with your questions about communications measurement.
Follow Steve Goldstein: @SGoldstein