Measurement

As the industry grapples with identifying and communicating the most effective metrics for demonstrating PR’s impact—which is increasingly tied to driving business outcomes—PR measurement remains in a state of flux. PRNEWS spoke with Carolina Calkins, Principal at Intelligent Relations, to discuss earned media metrics and the influence of AI on measurement.

PR and comms are almost never about a single point in the funnel. That’s where a set of customized KPIs come into play. Our author looks at how to develop them, emphasizing that the key is to align them with business marketing goals.

An IPR webinar on March 6, featuring communications and business executives from Merck, healthcare agency Real Chemistry and reputation intelligence platform Maha Global, explored how corporate brand and reputation drives business outcomes. The conversation covered the challenges of measuring that reputation, tools, key KPIs and emerging issues in reputation management.

While fielding applications for PRNEWS’ 2024 Agency Elite Top 100, we tasked agencies with envisioning what the future of the PR and communications industry would look like in several years. Following are five predictions for the future of PR measurement according to several of our Top 100 Agency Elite.

The Institute for Public Relations’ Measurement Commission held its first meeting of 2024 last week. Afterward, PRNEWS caught up with Commission head Olivia K. Fajardo, M.A., Director of Research at IRP, to identify and discuss the most pressing issues on the minds of the organization’s members.

Measurement expert Katie Paine discusses three trends to follow in PR measurement; metrics she hopes communicators will soon retire; how to begin creating a measurement framework; and more.

As 2024 approaches, it pays to take stock of everything that occurred in 2023 and how it will impact the next year of the PR industry.

How PR pros can best measure campaigns to accurately reflect their work’s value and how it contributes to business growth.

More restrictive data privacy regulations are making it difficult to clearly and objectively determine exactly how much traffic your communications efforts drive to the company.

Our fourth annual Agency Elite Top 100, highlighting the industry’s most innovative PR, marketing and communications firms in the business.