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Common wisdom says PR pros must choose humans or machines when conducting media content analysis. The common wisdom is wrong.

Whatever your situation, consistently learning the ins and outs of data and applying them to your work can be tricky. As measurement gradually becomes a larger part of PR, there is a whole slew of terminology you may be expected to know, and it may rightfully feel intimidating. Here are three data terms you need to know and how they apply to the communications field.

As the year ends and numerous recaps of trends are discussed, a rise in the esteem of and necessity for communications measurement may be under-appreciated. A new survey from PR News and PublicRelay, a media monitoring and analytics firm, provides evidence. An overwhelming majority of communicators say upper management is asking for more data-backed decisions, the survey says.

The future appears bright for PR as advertising will cede its authority, a panel of veteran PR executives says. Yet PR pros must be prepared to grab the mantle, bolstering their knowledge and use of technology and working strategically. In addition, communicators must continue to build relationships with clients.

It comes up in most conversations and lingers, unresolved: how can I find and then retain great talent? During a panel I moderated recently on the future of PR, this topic was discussed at length,… Continued

Money can’t buy you love and it can’t buy you passionate employees, but it surely can buy you more resources. When posed with the question of “What would you do with a 15% increase in… Continued

As communication professionals, we’ve heard it before: Don’t try to tell every story. Tell the stories that matter. From creating content that’s in line with your brand identity, to placing trust in your social following, influencers and partners to co-create and amplify content, it’s more important than ever to be relevant or risk being scrolled past in consumers’ news feeds. Here’s how you can cultivate meaningful connections with your social content.

If you’re overwhelmed with the number of analytics tools available on the market for communicators, you’re not alone. Between free options like Google Analytics, paid platforms like Meltwater and Adobe, and native analytics on social media sites, it can be a challenge to determine where to look to find the data that’s important to your team and company. Especially if it turns out that the metrics you need can’t all be found in one place. But, if utilized correctly, this can be a boon rather than a burden.

As the PR industry looks forward into the next few years, PR pros are being advised to move away from old-school metrics like ad-value equivalencies (AVEs) and impressions. But what should communicators focus on instead? According to Renee Spurlin, vice president of analytics and digital marketing at ARPR, personas and customer journey mapping are the metrics of the future, and all PR goals should be in alignment with them.