In this wide-ranging Q&A, we talked with Hotwire CEO Heather Craft about the resiliency of tech communicators, the ever-increasing importance of measurement for PR professionals and the power of insights communicators can bring to the table.
Tech PR Industry Must Work Fast, But Also Be Agile and ProactiveMarch 20th, 2023 by Erika Bradbury
Explainer: S.M.A.R.T. GoalsJanuary 13th, 2023 by Nicole Schuman
Our Explainer series looks at S.M.A.R.T. Goals, a framework that provides criteria for more efficient goal-setting and evaluation of results
For 2023, PR Pros See Rise in Measurement and Data, Authenticity and TrustDecember 20th, 2022 by Seth Arenstein
Part of what PR pros do is look ahead, providing insight about the future for those they counsel. Accordingly, we offer more 2023 predictions as the year draws to a close.
Explainer: Barcelona PrinciplesDecember 14th, 2022 by Nicole Schuman
Our Explainer series looks at The Barcelona Principles, a framework from AMEC that helps measure communication’s value.
Considering Audiences’ Spiritual Interests May Help Your MessagingNovember 9th, 2022 by Brad Benbow and Phil Daniels
The authors argue consumers’ spiritual beliefs can help predict behavior. As such, we should add it to traditional demographics and psychographics.
43% of PR Pros Measuring More in Shaky Economy, Yet 69% Battle Measurement BarriersNovember 1st, 2022 by Seth Arenstein
As was the case in 2021, our annual Measurement Month survey found reasons for optimism about measurement and data use in PR. Yet issues persist as measurement barriers block a full-on celebration.
Resources for Research-Minded CommunicatorsOctober 26th, 2022 by Mark Weiner
In addition to this column, which is only one of many essays PRNEWS devotes to PR analytics and advisory themes, additional options exist for those readers eager to learn more.
Integrated Marketing Needs PR. And Now!October 3rd, 2022 by Anna Ruth Williams
It’s imperative that PR be part of integrated marketing. Making that happen requires that PR focus more on measurement, technology and critical thinking, writes Anna Ruth Williams.
Capital One Communicator Details Company’s Measurement ApproachAugust 8th, 2022 by Erika Bradbury
Capital One communicator Kara Taylor shares her measurement plan. It includes quarterly reviews and rates and percentages over raw numbers.
You Need the Chicken and the Egg: Quelling Illusions of Content AnalysisAugust 2nd, 2022 by Mark Weiner
Common wisdom says PR pros must choose humans or machines when conducting media content analysis. The common wisdom is wrong.