Measurement

The Barcelona Principles 4.0 mark a turning point—not just in how PR practitioners measure communications, but in how we define its value.

With LinkedIn’s newly launched open API for personal profiles, which recently rolled out globally, communications teams can now unlock faster, more accurate and actionable insights.

This week’s PR Roundup looks at the HR AI crisis for McDonald’s hiring methods, Morning Consult’s latest study on newsletter consumption and subscriptions and a new GIF-tionary for office slang.

Brian Snyder, Chief Innovation Officer at Axicom, offered some suggestions on what to measure when it comes to reputation and AI answers.

Semafor reported that consumers’ reliance on AI for news has created more value for PR pros. The reason? Large language model AI systems value journalism above many other sources—and guess who provides journalists many of their stories, data, and sources?

The past year has revealed a consistent pattern while working alongside communications and marketing teams at major organizations implementing AI tools: the standard metrics just don’t capture what’s really happening.

Muck Rack’s 2024 State of PR Measurement report revealed a crisis of confidence in the metrics tracked by PR professionals. Yet most understand that demonstrating the value of their work requires adequate measurement and accurate data to support it. PRNEWS spoke with Johna Burke, CEO and Global Managing Director at the International Association for Measurement and Evaluation of Communication (AMEC), to assess the state of PR measurement.

Recent findings from Hotwire Global’s Data Maturity Survey of PR and communications executives responses reveal that while there is strong data adoption in the industry, there is still a gap between what teams are doing and what they could be achieving.

Brands, organizations and public figures should take steps now to ensure they’re ready for the possibility of a TikTok ban to protect their creator relationships and brand visibility.

By harnessing data-driven insights for media relations, PR professionals can refine communication strategies, enhance outreach efforts and even strengthen relationships with the right media outlets.