Measurement

The traditional PR measurement dashboard needs to sit alongside a second, AI-native layer that answers a different question: when someone asks a generative engine about our category, are we in the answer?

PR has shifted from a siloed discipline into a multi-channel ecosystem, with clients increasingly seeking integrated programs that combine earned, social, and influencer strategies to tell cohesive brand stories.

Christina Bennett, Head of Communications at Priceline, sat down with PRNEWS to talk about how the travel brand is rethinking PR ROI in an era where AI answers questions without ever sending users to your website.

Measurement matters, but it needs a rethink if internal communications is to be seen as a strategic business function.

More than 80% of companies saw no noticeable productivity gains despite widespread AI adoption, per a recent National Bureau of Economic Research survey.

PRNEWS has unveiled the winners of the 2026 Content Marketing Awards, which recognize the campaigns, creators and communicators redefining what public relations can achieve through content.

Keep in mind that core KPIs typically hold steady for two to three years for year-over-year measurement, and the metrics beneath them change much more quickly as technology enables richer, faster insight.

These best practices outline how organizations can improve visibility inside AI search tools and integrate GEO into their broader measurement and strategy.

As 2026 approaches, it pays to take stock of everything that occurred in 2025 and how it could impact the next year of the PR industry. Some friends in the communications world approached PRNEWS with predictions for the coming year for many PR tenets including digital, crisis, media relations and more.

Discover how AI visibility tools are revolutionizing PR client reporting. Our presenters reveal strategies for tracking competitors, identifying top sources and optimizing content for better visibility.