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It is better to play offense than defense. Don’t wait until you and your team are asked to prove your value to the business. Start a measurement program now so that when the inevitable happens and the C-suite wants proof of communication’s contributions to the organization, you’ve already got it in hand.

Assuming your communications team is already incorporating measurement into your daily operations—and if you’re not, you should definitely start—you must then make sure you’re measuring as much as you possibly can. Many PR pros focus solely on media relations measurement, without taking into consideration all the other aspects of a PR program. This is a mistake. Here we explain the importance of looking at your communications measurement holistically in order to truly prove the value of PR to the bottom line of the business.

A company that truly values the happiness of its employees is more likely to find success within its industry. After all, a content employee is one who feels her work is appreciated, feels invested in the mission of the organization and is less likely to search for another job elsewhere. So, it would behoove any and all brands to create a strategy to maintain or increase employee engagement and retention. And like any good strategy, it should rely on key metrics and analysis. Here are some best practices for measuring your employee engagement program to ensure it is efficient and effective.

Though it’s extremely important for individual communicators to take steps to become proficient with data and analytics, it won’t do much good if the rest of your company isn’t on board. Brands that embrace metrics at all levels of the organization are in the best position for success.

As measurement has become increasingly ingrained in the lives of communicators, the question becomes not just how to determine appropriate metrics for your company and collect data around them, but how to present that data in a way that is engaging and actionable. And contrary to popular belief, this doesn’t just mean making a pretty dashboard, but figuring out how to make the data on that dashboard leap off the page.

One of the biggest challenges communicators face is battling pre-conceived notions with data, especially when it comes to hard-hitting or controversial issues. Here’s the six-step process Aetna uses to infuse their storytelling with data.

Most measurement initiatives proceed in three stages: defining the goal, determining the KPIs that align with the goal and communicating the results to senior leaders. But the devil is in the details. Given the mountain of data available to communicators, moving from the first to the second step—from defining the goal to identifying specific KPIs that will help you achieve it—can be a mighty challenge. Here’s a segmentation of metrics aligned with four main business goals, including measuring brand reputation and sales leads.

When you bring hundreds of communicators together over two days for a conference on PR Measurement in Philadelphia, it gets interesting in a way the founding fathers never anticipated. “It’s like one big therapy session… Continued

Spotify went public and valued the company at $23 billion, but it has been providing value for brands since it revamped the Spotify for Brands program last year. The company utilizes user data in multiple ways to aid brand advertisements, but can it withstand scrutiny over how much data it collects from users now that it has entered into the open market?

There’s a line in the movie “Molly’s Game” I think you’ll appreciate. As the young and future Olympic-level skier Molly Bloom was learning the sport from her father, he gave her this advice on the… Continued